Get an Edge II

Michael Ziviani : Tuesday, April 30, 2013
In my last blog, we explored the philosophy and rationale behind getting an edge in 2013. This explained ‘the why’ and ‘the how’ analysis fits into the picture of successful competitive advantage. This blog moves onto ‘the what’ and explores the genesis of value in communications. It really helps to visualise the concept if we build some structure around .. Read more »

Getting an Edge

Michael Ziviani : Wednesday, February 06, 2013
2013 has kicked off with the buzz of potential – growth potential and new value potential. Behind that excitement is deeper and smarter discussions around the use of analysis to unlock that potential Why care about analysis? Because, it's official – analytics works! This fascinating study (http://www.ibm.com/smarterplanet/global/files/in_idea_smarter_computing_to_big-data-analytic .. Read more »

More Change for PR as Marketing Communications Landscape Evolves

Michael Ziviani : Wednesday, December 12, 2012
The World PR Forum was held recently in Melbourne and I came away fascinated by several themes and their implications for us in Australia. Theme 1: Organisations are defined by their PR &Communications - Relationships and reputation are impacted by most organisational decisions and an increasing need for PR to be involved. A new role is starting to emerge to reflect this - the Chief  .. Read more »

Think Different to Win in Analysis

Michael Ziviani : Monday, August 13, 2012
After offering to assist the PRIA on their Measurement & Evaluation (M&E) strategy for members last year, I realized the challenge ahead is not a technical one. In many ways the details of what and how to do M&E is the easy bit. The real challenge is driving universal adoption. The term universal suggests a standardised approach and to an extent this is certainly possible. A Valid .. Read more »

Marketing Performance Management (MPM)

Michael Ziviani : Monday, June 04, 2012
Upon reading some whitepapers recently, I came across something very interesting on MPM. MPM is all about understanding how marketing activities drive business performance. Behind that understanding is measurement and evaluation with 4 essential steps - step 4 is where the value is realised: Establish relevant metrics Collect & store results Analyse & interpret  .. Read more »

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About the Author

My professional background is market research and strategy with 20 years experience in helping marketing clients. More often than not, this involves uncovering and understanding new opportunities - a process requiring detailed understanding of how communications creates value for organisations. From this I realised more thinking needs to be shared around how that value creation process works. 

About this Blog

This blog is aimed at helping organisations find new and meaningful value. Many of these ideas have been tried and tested, however few seem to have become systematic across the industry. With most major change comes opportunity - to review where we are at and create new and innovative practices. Surely there is no better time than now to seize the opportunity, to embrace new thinking and enjoy the positive change to follow. I hope you enjoy reading and welcome your comments.

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market research PR research hi performance Evaluation results focus ROI advertising metrics integrated marketing integrated communication business performance social media share price return return on assets content analysis analyse media change create value measurement and evaluation statistics media analysis measurement PR evaluation communications marketing optimisation business value