Katie Paine on dna13 - Where measurement metrics meet!
Posted by dna 13 on Thu, Jun 11, 2009
I have been on the road a bit with meetings including: SNCR New Comm Forum, Inbound Marketing Summit, the Defense Department’s World Wide Public Affairs Summit, Media Relations 2009, Institute for PR, PR NEWS, Marketing Profs B2B and most recently the first ever Berlin Measurement Summit in Berlin Germany. Every where I go I see the usual round of vendors dutifully standing at their booths, demoing their product offerings and doing what vendors have done at trade shows for millennia, hope that someone that puts that business card in the drawing for the free iPhone might actually buy something.
And the reality is that most of them in an industry that has one foot in the grave, while the other foot is trying balance on the back of the traditional main-stream media business – which is a little like clinging to a piano when you’re trying to survive the Titanic.
There are exceptions -- firms that have left the graveyard and the sinking ships behind and instead are focusing on communications equivalent of the Segway offering products that redefine the industry. Some like Radian6, improve their product with every trade show. Others like dna13 are rethinking our entire business – offering an integrated, reputation management process – really a CRM application for marketing and PR.
I seldom endorse products, but I’m not averse to calling attention to ones that I think can make a difference in the business and I think the dna13 platform, with new dashboards and global roll-up reporting capabilities is one of those. It approaches our business as a business.
At KD Paine & Partners, everything we do is measured against some very clear objectives. And for everything we do, we consider if it contributes to those goals, specifically:
- Efficiency
- Accuracy
- Value
- Profitability
- Delighting the Customer
Our clients have similar goals and metrics, that’s why they hire us. What’s astounding is how few PR departments are as clear on their goals, and to the point – have no tools in place to measure their progress. dna13 at least is providing that much needed tool.
Katie Paine
Berlin, New Hampshire, USA
kdpaine@kdpaine.com
http://kdpaine.blogs.com/