Measurement Week Interviews: Kim Stokes

September 19th, 2014
by
Measurement Week Kim Stokes BurrellesLuce Marina Maher Media Monitoring Measurement Week AMEC Clipping Service PR Software

flickr user Iain Watson under CC BY

This week is AMEC’s International Measurement Week, and to honor it, we reached out to some of the top measurement experts to get their take on measurement dos and don’ts, common mistakes, and how they found themselves a member of the Measurati. Check out our latest newsletter for measurement insights from 11 other experts in the field.

Let’s hear from today’s featured expert, Kim Stokes, managing director of digital and social media and deputy director of digital integration at Marina Maher Communications.

What is your “measurement moment,” the time you knew your career was becoming measurement-focused? 

I conducted a conversation landscape analysis on behalf of a client which revealed such a telling nuance in the organic conversation that they changed their whole marketing strategy around a specific product.

What is your proudest measurement moment? 

I think I have had consistent moments of “aha” – both among my team and with clients when we have been able to cull great insights from social media driven data.

What is your most important piece of measurement advice?

Don’t use measurement just to measure results – measure all the time, particularly in advance of planning and then to course correct along the way.

What’s the most common measurement mistake you encounter?   

Thinking of measurement as something to look at retrospectively.  If you use data correctly, it can be predictive.

Tell us a breakthrough story, in which you took your client from metrics to KPIs. 

I had a client that was very hesitant to have a social media presence, as they didn’t feel that their core audience was engaging in social media channels.  We conducted an audit of the online conversation and we discovered how far behind they were against their competitors.  More importantly, we identified white space for them to own as thought leaders.

What do you see as measurement’s biggest challenge ahead?

The platforms, algorithms and audience behavior changes by the minute.  You have to stay on your toes, and even when you do you can be thrown for a loop.  The best you can do is respect data for its amorphous and ever changing nature.

Bonus question: You just won the lottery. What’s your dream job?

I am in it. Although speaking Mandarin and dancing salsa every day would be the icing on the cake.

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