Measuring Customer Communication Outcomes

Learn How Different Elements Contribute to ROI

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Category: Measurement & ROI

Using multiple communication approaches certainly makes customer communications more effective. However, it also makes it harder to isolate how much impact each element might have — especially the elements for which we are responsible. This presentation will use easily adaptable examples from several companies in different industries that used various research techniques to identify exactly how communications affected business outcomes. Examples also will show how much different elements, such as public relations, ads, collateral and events, contributed to the ultimate results, including ROI calculations. Some of the techniques used include:

  • Online surveys with sales representatives.
  • Interviews with high-level client executives around the world responsible for awarding multi-million-dollar contracts. Clients’ reports of the impact of various communications were correlated with sales reps’ perceptions.
  • Pilot studies to measure outcomes in different markets where various campaign elements were used.

Attendees will learn how to:

  • Choose among different research approaches to isolate the impact of different communications on customer outcomes.
  • Ask the right questions to identify specific types of potential outcomes communications might be having.
  • Calculate ROI on an entire communication campaign.


Photo of Angela Sinickas, ABC, IABC Fellow

Angela Sinickas has been measuring communication over several decades in both corporate positions and for clients. Her practical approaches have led to promotions for herself and clients, as well as increased funding by senior leaders.  She has conducted research and training in 32 countries, written over 150 articles on research available at her website (, and written a manual, How to Measure Your Communication Programs.



Participants earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.