{"id":14458,"date":"2025-03-28T16:59:31","date_gmt":"2025-03-28T15:59:31","guid":{"rendered":"https:\/\/agcommtech.de\/2025\/03\/28\/impact-measurement-is-like-a-giant-puzzle\/"},"modified":"2025-04-02T12:01:39","modified_gmt":"2025-04-02T10:01:39","slug":"impact-measurement-is-like-a-giant-puzzle","status":"publish","type":"post","link":"https:\/\/agcommtech.de\/en\/2025\/03\/28\/impact-measurement-is-like-a-giant-puzzle\/","title":{"rendered":"Impact measurement is like a giant puzzle"},"content":{"rendered":"<section class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]<\/p>\n\n<h2 class=\"wp-block-heading\"><strong><strong>Impact measurement is like a giant puzzle<\/strong><\/strong><\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"470\" height=\"340\" class=\"wp-image-14430\" src=\"https:\/\/agcommtech.de\/wp-content\/uploads\/2025\/03\/Unknown-2.png\" alt=\"\" srcset=\"https:\/\/agcommtech.de\/wp-content\/uploads\/2025\/03\/Unknown-2.png 470w, https:\/\/agcommtech.de\/wp-content\/uploads\/2025\/03\/Unknown-2-300x217.png 300w\" sizes=\"auto, (max-width: 470px) 100vw, 470px\" \/><\/figure>\n<\/div>\n<div class=\"wp-block-spacer\" style=\"height: 40px;\" aria-hidden=\"true\">\u00a0<\/div>\n<p>\nEin komplettes Kommunikations-Controlling mit Wirkungsmessung ist wie ein 5000 Teile Puzzle: sieht super aus auf der Packung, ist aber schwer in einem Zug fertig zu bekommen. Es braucht Geduld und Methode \u2013 und manchmal auch Hilfe.\n<p>\nDamit es nicht im Frust endet, braucht es schon vor dem Start ein klares Commitment zur Investition von Zeit und Ressourcen \u2013 am besten ein eigenes FTE f\u00fcr die Aufgabe. Das Puzzle braucht ja auch einen Platz in der Wohnung, wo es wachsen kann. Dann h\u00e4ngt es von den Rahmenbedingungen in der Organisation ab. Zum Beispiel: Welche Partner im Unternehmen konnte ich schon gewinnen? Welche Rolle hat die Kommunikation in der Organisation? Ist das Marketing dabei?\n<p>\nVielleicht braucht es Unterst\u00fctzung. Erfahrung hilft. Jeder hat au\u00dferdem unterschiedliche St\u00e4rken und Herangehensweisen. Erst den Rand puzzeln oder erst das Motiv in der Mitte?\n<p>\nWie soll denn das fertige Bild, das <strong>Zielbild<\/strong>, aussehen? Davon h\u00e4ngt ja das Vorgehen ab. Ich schaue es mir auf der Packung genau an:\n\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\">\n<li>The <strong>communication objectives<\/strong> are derived from the corporate objectives with measurable KPIs in order to demonstrate the contribution to the company&#8217;s success.<\/li>\n\n\n<li><strong>Reputation management<\/strong> controls the organization&#8217;s stakeholder communication holistically.<\/li>\n\n\n<li>There is an annual <strong>planning process<\/strong> in which targets are evaluated, readjusted and measures are derived<\/li>\n\n\n<li>All communication disciplines work with a <strong>methodological standard<\/strong>, the DPRG\/ICV impact levels. They combine communication performance with reputation management at a strategic level. <\/li>\n\n\n<li>The starting point for all activities is a clear definition of the <strong>target group<\/strong>, as well as the desired behavior \/ attitude of the same.<\/li>\n\n\n<li>The contact and <strong>customer database<\/strong> is used to optimize targeting &#8211; also with the help of AI. At the same time, our activities provide new contacts and qualify the data. <\/li>\n\n\n<li>All <strong>communication channels<\/strong> (websites, social, newsletters &#8230; ) are tracked and I have access to the data. This also includes media response analysis and social listening (owned, paid and earned) <\/li>\n\n\n<li>A <strong>topic strategy<\/strong> defines topics that I can track in channels and campaigns.<\/li>\n\n\n<li><strong>Digital campaigns<\/strong> and journeys interlink all communication channels. Uniform tracking parameters on all links to the website help here. <\/li>\n\n\n<li>All data can be summarized in a database \/ data lake<strong>. Single Source of Truth. <\/strong><\/li>\n\n\n<li><strong>Benchmarks<\/strong> are consistently used by data management for evaluation. Individual target metrics based on the benchmarks form the basis of each report. <\/li>\n\n\n<li><strong>Dashboards<\/strong> with real-time data provide different roles with exactly the control information they need.<\/li>\n\n\n<li><strong>Surveys<\/strong> are managed in an integrated manner &#8211; the questionnaires are designed according to impact levels. This allows us to better measure the indirect effect. <\/li>\n\n\n\n<p>\nJa, es ist wirklich ein gro\u00dfes Zielbild. Am besten Anfangen, wo schon die ersten Puzzleteile zusammenpassen:\n\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\">\n<li>Perhaps I can initially provide particularly good support to the website owners and\/or the social team. Combine and interpret key figures. <\/li>\n\n\n<li>Or the owners of the digital campaigns &#8211; if we work together with impact measurement in the run-up to the campaign, we can jointly develop a demonstrable control system from which the business units benefit directly.<\/li>\n\n\n<li>Coordinate surveys and measurements with data protection and the works council.<\/li>\n\n\n<li>Perhaps there are already tools in IT that I can use &#8211; I can also become aware of data activities elsewhere in the organization.<\/li>\n\n\n<li>Starting points can also be the costs and expenses, the measurement of the input.<\/li>\n\n\n\n<p>\nAlle Optionen vor sich hinlegen (Zielbild) und dort anfangen, wo was geht. Mit zunehmendem Fortschritt steigt die Akzeptanz bei allen internen Stakeholdern meiner Wirkungsmessung und meines Kommunikations-Controllings. Dann kommt auch mal jemand vorbei und setzt spontan ein paar Teile f\u00fcr mich zusammen.\n<p>\nErster Schritt ist die Definition des Zielbilds und die Bestimmung des Status quo. Voraussetzung ist die Kenntnis der Methoden, die F\u00e4higkeit zum Transfer in die Praxis, das Wissen um die richtigen Partner und all die Dinge, die man durch Erfahrung erwirbt.\n<p>\nIch m\u00f6chte dies mit Ihnen teilen und biete daher in der <strong>CommTech Academy<\/strong> das <strong>vierst\u00fcndige Seminar<\/strong> am <strong>22. Mai 2025<\/strong> (9-13 Uhr) an:\n<p>\n<a href=\"https:\/\/www.media-workshop.de\/seminar\/erfolgssteuerung-von-kommunikation\/\"><strong><em>Erfolgssteuerung von Kommunikation &#8211; Media Workshop<\/em><\/strong><\/a>\n<p>\n<strong><em>Mit klarer Methode und Standards die Themen Erfolgs- und Performancemessung, Ziele und KPIs beherrschen<\/em><\/strong><em>.<\/em>\n<p>\n<em>Den Erfolg und die Wirkung der Unternehmenskommunikation nachzuweisen, ist eine Herausforderung, die Know how erfordert. Voraussetzung ist die rechtzeitige Planung mit Zielen sowie das Messen, wo es sinnvoll ist \u2013 mit geeigneten Messgr\u00f6\u00dfen. In der digitalen Welt geh\u00f6rt dazu, sehr viele Daten zu integrieren, zu ordnen und nutzbar zu machen. All das erfordert nachhaltiges und methodisch konsequentes Vorgehen. Als gemeinsamer Standard hilft hierf\u00fcr das DPRG\/ICV Wirkungsstufenmodell. Es beantwortet die Frage nach dem Erfolg stufenweise.<\/em>\n<ul>\n<li><a href=\"https:\/\/www.media-workshop.de\/seminar\/erfolgssteuerung-von-kommunikation\/\">Jetzt hier anmelden<\/a><\/li>\n<\/ul>\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.media-workshop.de\/seminar\/erfolgssteuerung-von-kommunikation\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" class=\"wp-image-14422\" src=\"https:\/\/agcommtech.de\/wp-content\/uploads\/2025\/03\/Banner-Reimer-Stobbe-Erfolgssteuerung-von-Kommunikation-1024x576.jpg\" alt=\"\" srcset=\"https:\/\/agcommtech.de\/wp-content\/uploads\/2025\/03\/Banner-Reimer-Stobbe-Erfolgssteuerung-von-Kommunikation-1024x576.jpg 1024w, https:\/\/agcommtech.de\/wp-content\/uploads\/2025\/03\/Banner-Reimer-Stobbe-Erfolgssteuerung-von-Kommunikation-300x169.jpg 300w, https:\/\/agcommtech.de\/wp-content\/uploads\/2025\/03\/Banner-Reimer-Stobbe-Erfolgssteuerung-von-Kommunikation-768x432.jpg 768w, https:\/\/agcommtech.de\/wp-content\/uploads\/2025\/03\/Banner-Reimer-Stobbe-Erfolgssteuerung-von-Kommunikation-900x506.jpg 900w, https:\/\/agcommtech.de\/wp-content\/uploads\/2025\/03\/Banner-Reimer-Stobbe-Erfolgssteuerung-von-Kommunikation.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n<div class=\"wp-block-spacer\" style=\"height: 30px;\" aria-hidden=\"true\">\u00a0<\/div>\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-100 is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" style=\"border-radius: 0px; background-color: #274856;\" href=\"https:\/\/agcommtech.de\/en\/the-ag-commtech-blog\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>OTHER BLOG ARTICLES<\/strong><\/a><\/div>\n<p><\/p><\/div>\n<p>&nbsp;<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>Complete communication controlling with impact measurement is like a 5000-piece jigsaw puzzle: it looks great on the packaging, but is difficult to complete in one go. It takes patience and method &#8211; and sometimes help. <\/p>\n","protected":false},"author":23,"featured_media":14431,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[95],"tags":[],"ppma_author":[135],"class_list":["post-14458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Impact measurement is like a giant puzzle - AG CommTech<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/agcommtech.de\/en\/2025\/03\/28\/impact-measurement-is-like-a-giant-puzzle\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Impact measurement is like a giant puzzle - AG CommTech\" \/>\n<meta property=\"og:description\" content=\"Complete communication controlling with impact measurement is like a 5000-piece jigsaw puzzle: it looks great on the packaging, but is difficult to complete in one go. 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