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Ketchum author Mary Elizabeth Germaine

Mary Elizabeth Germaine is partner and managing director of Ketchum Analytics, one of the largest research groups embedded within a major communications agency and a pioneer in communications research and analytics for over 20 years. Under her leadership, Ketchum Analytics received AMEC’s 2020 Platinum Award for the most effective media intelligence, research & insights company. Since joining the agency in 2001, Mary Elizabeth has been instrumental in growing the Analytics team to number well over 60 in 12 cities globally. Mary Elizabeth counsels clients on how to make the best use of analytics and derives insights to develop strategic communication program, with work that spans the entire communications process — from planning to testing to evaluation. She has also worked alongside Omnicom PR Group’s chief innovation officer in the development of a new precision communications platform, omniearnedID.

Posts: Mary Elizabeth Germaine

Study Shows Brands Face a Moment of Reckoning as Consumers Ask Hard Questions

Study Shows Brands Face a Moment of Reckoning as Consumers Ask Hard Questions

by Mary Elizabeth Germaine| July 22, 2020

A once-in-a-lifetime moment of reckoning has arrived for brands across every industry. As the COVID-19 crisis continues to unfold—alongside intensified calls for social justice reforms—data from Ketchum’s new study, Brand Reckoning 2020: How Crisis Culture Is Redefining Consumer Behavior, Loyalty and Values demonstrates a seismic shift in what consumers value. In mid-June, three months into […]

Communications Measurement

Busting the Myths Around Communication Measurement

by Mary Elizabeth Germaine| July 8, 2020

This week marks the virtual presentation of the AMEC 2020 Global Summit on Measurement and Evaluation, with the world’s top leaders and practitioners in the field of communications research and analytics gathering for two days of presentations and awards that summarize the state of our discipline. In honor of this year’s theme—Measurement Frameworks, Myths and […]

Causes Americans Care About 2019 hero

Americans Voice Views on Causes They Care About… and CEOs are Paying Attention

by Mary Elizabeth Germaine and Laura Clementi| September 12, 2019

In what some observers might call a “man bites dog” moment, the Business Roundtable (BRT) – a group of nearly 200 CEOs of major U.S. companies – recently proclaimed that a corporation’s purpose should balance the needs of shareholders with stakeholders. That’s really big news, because for decades, the BRT made it clear that Purpose […]

retail public relations trends

Review Your Reviews to Gain Reputation- and Sales-Driving Insights

by James Peters and Mary Elizabeth Germaine| July 8, 2019

Do you know what people think about your product or service? What they really think?

Efficient Data > Easy Data

Efficient Data > Easy Data

by Mary Elizabeth Germaine| December 4, 2018

“Data” has become a word seen in nearly every article, headline, RFP, proposal, and trends piece. The good news, more people are talking about it! The bad news, people are also becoming complacent, lazy- and even worse—are beginning to roll their eyes. Data collection, analysis and measurement is essential across all industries and, when used […]

Ketchum Unfiltered advanced biometric testing

Harnessing the Power of Biometrics in Communications

by Mary Elizabeth Germaine| July 27, 2018

Biometrics are the unique physical, psychological and behavioral characteristics of a person—including fingerprints, retinal patterns and even the way one types. Used for identity verification for everything from banking and unlocking phones to tracking fitness, biometric technology is even changing the way we travel—JetBlue was the first U.S. carrier to use facial recognition to board […]