This section contains guidance on all aspects of Communications Evaluation.
Evaluation should be at the heart of every communication activity and should provide evidence based input to every stage of the communication planning cycle.
COI's Evaluation experts provide advice on developing comprehensive evaluation plans to understand the contribution of all communication channels to policy goals.
We will advise on evaluation methodologies and help to identify and measure what matters, defining the Key Performance Indicators (KPIs) for any activity.
The Evaluation team provide data collation, analytics and reporting services - including dashboard creation, target setting, benchmarking, forecasting and scenario planning as well as evaluation techniques and interpretation including COI Artemis response/conversion analysis and econometrics.
We also have access to a set of industry-leading support tools for planning and profiling e.g. TGI, Touchpoints, Comscore, Acorn/Health Acorn to assist at every stage of the communication activity. The team also provide training on measurement and evaluation.
We encourage and develop industry best practice for measurement and evaluation and refine or adapt them for use across Government.
As part of our service, COI's Evaluation team, working with other parts of COI and the Government Communication Network (GCN) are continuously developing guidance documents that we hope you will find useful:
- An introduction to Payback, Return on Marketing Investment (ROMI) and Cost per Result
- Standardisation of PR Evaluation Metrics
- Measure What Matters (Coming soon)
If you have any queries relating to the guidance, please contact the COI Evaluation team email@example.com