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NASDAQ CORPORATE SOLUTIONS / KRC RESEARCH
CCO MEASUREMENT SURVEY

 

SURVEY OF 101 CCOs OFFERS INSIGHT INTO MEASUREMENT PRIORITIES AND CHALLENGES

Findings from a Nasdaq Corporate Solutions/KRC Research survey of chief communications officers (CCOs) highlight the convergence of PR and marketing, increased accountability, challenges with KPI inconsistency, and a lack of influence on measurement strategy.

Nasdaq Corporate Solutions conducted a survey of 101 CCOs at corporations in the United States, Canada and across Europe to understand how these communication leaders are using analytics to report effectiveness within their organization.

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CCO MEASUREMENT SURVEY HIGHLIGHTS

  • Convergence of PR and Marketing
    Majority of CCOs are accountable for marketing KPIs.

  • CCOs Value Far More KPIs than the Number They Actually Track
    90% of CCOs agree on 12 different KPIs to continue tracking—yet they actually track far fewer.

  • Lack of Influence on KPI Selection
    55% of CCOs have the ability to influence or change KPIs.

  • Advertising Value Equivalency (AVE) Still a Favorite KPI
    CCOs were asked to identify the most important KPI to track. Top 3: Customer Lead Conversion (16%), Brand Awareness/Consideration (15%), Advertising Value Equivalency (10%).

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