Measurement Demystified: How to prove value and show ROI for communications

Dr. David Rockland, Ketchum's Global Research & Analytics CEO, joined Ketchum in 2000. He is responsible for the agency's research, measurement and analytics products and services called Ketchum Global Research & Analytics (KGRA). He oversees staff in 20 cities around the world, having grown that business from a handful of team members to well over 120 now. Rockland is a thought leader in communications measurement and analytics and consults with a wide array of Ketchum and KGRA clients. He is the primary author of the Barcelona Principles, the first-ever set of standards for communications measurement. He was the Chairman for the International Association for Measurement and Evaluation of Communications (AMEC) for 2013-2014. He also served as the Chairman of the IPR Commission on PR Measurement and Evaluation in 2007 and 2008 and is now an Emeritus Member of the Commission. He has been recognized with several industry awards for his leadership of the communications measurement profession and has a monthly column in PRSA's "Tactics" magazine.

Danielle Brigida is acting director of digital strategy at U.S. Department of the Interior. She previously was national social media manager at the U.S. Fish and Wildlife Service, where she led its social media and content marketing strategy. She has been lauded as one of the 10 Most Generous Social Media Mavens by Fast Company, one of the 75 Environmentalists to Follow on Twitter by Mashable, and one of 10 People to Follow Who are Saving the World by Mother Nature Network.

Katie Delahaye Paine is the founder and CEO of Paine Publishing. Also known as the “The Measurement Queen,” Paine pioneered measurement for 30 years. She founded two measurement companies, KDPaine & Partners and The Delahaye Group. She is author of “Measure What Matters,” “Measuring Public Relationships” and “Measuring the Networked Nonprofit: Using Data to Change The World." That book, co-written with Beth Kanter, earned the Terry McAdam Book Award. Paine Publishing is the first educational publishing firm entirely dedicated to making more "measurement mavens." Its newsletter, "The Measurement Advisor," is the industry’s most comprehensive source of information about best practices in communications measurement. In her consulting practices, she designs measurement dashboards for some of today’s most admired organizations. Pain is a leading promoter of PR and social media measurement standards and is a Senior Fellow of the Marketing & Communications Center at The Conference Board as well as a founder and member of the Institute for Public Relations Measurement Commission.

Natalia Vaccarezza is the monitoring & evaluation project coordinator in the division of communication at UNICEF, the United Nations Children's Agency. In this role, she manages the division's global media monitoring program, and works closely with regional and country offices in support of the global communication & public advocacy strategy. Prior to joining UNICEF, she worked on land tenure and community-driven development projects at the World Bank in Washington, D.C.