Measurement framework

Every communication activity raises the same fundamental question: how do you know if it worked? Gut feeling is not enough. Neither is a dashboard full of metrics that don't connect to anything that matters.

We build measurement frameworks around a three-level model: Outputs, Results and Impacts.

Outputs capture what is put out and received: the content published, the emails sent, the impressions generated, the coverage obtained. Results look at what your audience does with that communication: clicks, shares, sign-ups, requests, direct responses. Impacts go further, examining how your communication shapes what your audience believes, decides or does over time.

Under each level, we select the metrics that are most relevant to your objectives and your context. Not every indicator deserves equal attention. The goal is to give you a clear, honest reading of your performance so you can adjust, improve and make better decisions at every stage of your communication.