Measuring What Matters



27 February 2017

Time of day: 







The Denmark regional group of the European Association of Communication Directors (EACD) hosts its latest debate in Copenhagen in Copenhagen on Monday, February 27th 2017 from 16:00 to 18:00.

The event will focus on the topic of Measuring What Matters”.


International Trends in Communications Measurement
Jesper Andersen, AMEC member and strategy advisor, Quantum

What are the major trends in communications measurement right now and how will they likely shape the development of our field in the coming years?

Saying Goodbye to Vanity Metrics
Britt Spangsberg, Head of Communication, HOFOR and
Lasse Bjerre Sørensen, Communications Advisor, HOFOR

How do you say goodbye to useless and misleading vanity metrics like Advertising Value Equivalence (AVE)? And what do you substitute instead that provides insights and value to the organisation? HOFOR presents how they developed a unique Vision Score metric to track what actually matters to their brand communication.

The Future of Measurement
Professor Ravi Vatrapu, Centre for Business Data Analytics, Copenhagen Business School

How can we use Big Data Analytics to gain a better understanding of how or if our communication is working effectively? Can social media analytics do much more than present us with simple graphs of likes, retweets and engagement scores? And what do advances in automation and artificial intelligence mean for the communications profession and how we measure our work in terms of processes, products, outcomes and impact?

Following the three presentations there will be time for discussion and questions from the audience.

HOFOR, Ørestads Boulevard 35, 2300 Copenhagen S

The venue is located a two-minute walk from Bella Center metro station and close to bus stops for route 4A, 250A and 30. From Ørestad Station it is a 15-minute walk. Please consider not arriving by car as there is a very limited number of guest parking spaces outside HOFOR. You can, however, park a short distance away across the street at the Bella Center (NB! paid parking).

If you have any further questions, please don't hesitate to contact the Denmark regional group at