Topic:
How to transform media measurement from backward-looking reporting into forward-looking strategic intelligence. This workshop introduces practical frameworks from my forthcoming book Reputation Intelligence - including the Media Reputation Score (MRS), Persona-Based Insights, and the SIGNAL methodology - to help practitioners deliver insights that executives actually act on.
Why this matters / What attendees will walk away with:
Communications teams are drowning in data but starving for insight. We produce dashboards filled with mentions, reach, and sentiment - yet the reports get filed, not acted on. And now AI is automating the very metrics we've built careers around.
Attendees will leave with:
- The "So What Test" - a filter ensuring every signal answers: What's changing? Why does it matter? What should we do?
- A Persona-Based Insights approach to build measurement around executive decision-makers, not data availability
- The SIGNAL framework for structuring insights that drive action
- Practical strategies to stay relevant as AI transforms our profession
About me:
I'm Evan Escobedo, founder of measuredIO and author of Reputation Intelligence: A Practitioner's Guide from Data Provider to Strategic Advisor (launching Q1 2026). I spent 20 years leading measurement centers of excellence at Cisco Systems and Western Union.
