Measurement & Evaluation

"Half of my advertising is wasted, and the trouble is, I don't know which half." - Lord Leverhulme

Lord Leverhulme's famous quote could be applied to any type of business communication. The live event medium which has arguably the greatest potential to change perceptions is also very poorly evaluated. The International Visual Communication Association (IVCA) has started to rectify this in the UK with its 2011 Guide to Metrics.

As part of my communication strategy service I can help clients

with the measurement and evaluation of their projects, primarily in the field of face-to-face communication. This can range from the setting of measurable communication objectives to Key Performance Indicators (KPIs) to the Event ROI Model.

Historically, most events have been measured purely at the level of audience satisfaction.

According to the Event ROI Model value can only be truly created by the change in behaviour as a result of an event. The Model helps you set objectives and measurements across a number of dimensions. This sequence of objectives and evaluations from satisfaction to learning, application and business impact is called 'The Chain of Impact'.