Measurement and Analytics Certificate Program Module 3: Evaluating the Success of Channels

Course Duration: Approx. 6 hours
Module Duration: Approx. 45–60 minutes

Note: The prices below are for this course module only. The price of the entire course is $975 for PRSA members and $1,225 for nonmembers.
Full Price: $245
Members: $195

Category: Measurement & ROI

The Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will learn how to build research into the beginning of your communication planning process in ways that are fast, easy and inexpensive. At the end of resource-intensive communication campaigns that involve audience behavior changes, you’ll be able to calculate the marginal ROI on your organization’s communication investment.

Channels don’t exist in a vacuum either; they’re loaded with message content. However, there are ways to measure how effective the channels themselves are overall with your target audiences. We can track how many people have access to those channels or find them useful or easy to use. We can identify what types of topics they prefer finding through various channels. Module 3 will cover a variety of ways to conduct these measurements, from less resource-intensive approaches to highly quantitative ones.

By the end of this module, participants will be able to:

  • Identify observational metrics including that of passive online usage statistics for digital channels and proactive tracking of desired usage for websites and online publications.
  • Develop questions to use in qualitative research for talking to stakeholders in interviews, focus groups and online discussion forums about channels.
  • Apply quantitative survey research to analyze access to channels, usefulness of channels, preferred frequency of channels, consumption of channel content, relationship of channels to desired outcomes and face-to-face communication metrics.


Participants with the APR credential earn 1.0 APR Maintenance Credit for completing this online course module.