Nasdaq Corporate Solutions Survey of Chief Communications Officers Highlights Ongoing Convergence Between PR and Marketing
March 29 2017 - 11:05AM
Nasdaq Corporate Solutions has released the findings of an in-depth
survey that explored how communications leaders value analytics
that measure success. Responses from more than 100 Chief
Communications Officers (and CCO-equivalent titles) in the U.S.,
Canada, and Europe revealed that CCOs are taking a sophisticated
look at how their public relations activity tracks against business
goals and key performance indicators (KPIs).
Infographics accompanying this announcement are available
at
http://www.globenewswire.com/NewsRoom/AttachmentNg/4e1b5cde-e75b-401c-9b64-9bea975c00eb
http://www.globenewswire.com/NewsRoom/AttachmentNg/a7cb5e18-73d0-460d-9d70-702832807e3f
“Communications and public relations leaders today are
increasingly applying marketing and sales metrics when measuring
the output of their work,” said Sanjay Kulkarni, Head of PR
Solutions at Nasdaq Corporate Solutions, commenting on the results
of the survey. “Given this convergence, CCOs will need to have a
strong understanding of the analytics available to them, and
flexible tools that allow them to effectively track a broad range
of KPIs and update their measurement dashboards when business needs
change.”
The survey, conducted in partnership with KRC Research, revealed
the top KPIs communications leaders consider the most important to
track include:
- Sales and lead conversion;
- Brand awareness;
- Search ranking;
- Active coverage;
- Potential audience reach; and
- Website impressions, among others.
Nearly all respondents agreed on 12 KPIs that should be tracked;
interestingly, CCOs place value on a greater number of KPIs than
they actually monitor, with 73 percent accountable for only four
KPIs or less. This disconnect is one of the many findings from the
survey that sheds light on the measurement challenges CCOs face
today.
To download the study, please visit
http://business.nasdaq.com/CCO-survey.
Nasdaq Corporate Solutions offers an integrated suite of market
intelligence, analytics, communications, and collaboration
solutions that support investor relations, communications and
corporate governance professionals. Nasdaq Corporate Solutions is a
unit of Nasdaq, Inc. and serves nearly 18,000 clients.
About Nasdaq: Nasdaq (Nasdaq:NDAQ) is a leading
provider of trading, clearing, exchange technology, listing,
information and public company services across six continents.
Through its diverse portfolio of solutions, Nasdaq enables
customers to plan, optimize and execute their business vision with
confidence, using proven technologies that provide transparency and
insight for navigating today's global capital markets. As the
creator of the world's first electronic stock market, its
technology powers more than 85 marketplaces in 50 countries, and 1
in 10 of the world's securities transactions. Nasdaq is home to
approximately 3,800 listed companies with a market value of
approximately $10 trillion and nearly 18,000 corporate clients. To
learn more,
visit: nasdaq.com/ambition or business.nasdaq.com.
This communication and the content found by following any link
herein are being provided to you by Nasdaq Corporate Solutions, a
business of Nasdaq, Inc. and certain of its subsidiaries
(collectively, “Nasdaq”), for informational purposes only. Nasdaq
makes no representation or warranty with respect to this
communication or such content and expressly disclaims any implied
warranty under law. Nasdaq, the Nasdaq logo, and Nasdaq Corporate
Solutions are registered and unregistered trademarks, or service
marks, of Nasdaq, Inc. or its subsidiaries in the U.S. and other
countries. ©Nasdaq, Inc. 2017. All rights reserved.
NDAQG
Nasdaq Media Contact:
Will Briganti
(646) 441-5012
william.briganti@nasdaq.com
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