Last week saw the annual AMEC Global Summit take place in Prague.

For those who don’t know, AMEC is the “international association for the measurement and evaluation of communication”. In other words, they set the gold standard for PR measurement. Key to this is demonstrating the journey between outputs, out-takes and outcomes – that going beyond counting coverage to seek out the geniune business impact of campaigns.

That can be a tough ask, as it takes both expertise and budget.

In this vein, our own Alex Judd took to the stage to demonstrate the applications of search engine data, informing marketing strategy and demonstrating the wider impacts too. We’ve embedded the slides below so you can catch-up:

excellent workshop with @AlexJuddz and @patrik_schober , moderated by @BassiBbassi at #amecsummit #prague examining the right use of the PESO model pic.twitter.com/BhFoHMETHo

— Sophia Karakeva (@soka1605) May 23, 2019

people search something on Google and they take the result as truth…like Pythia in Greek mythodology…powerful perspective @AlexJuddz @GraylingPR #amecsummit #prague

— DataScouting (@DataScouting) May 23, 2019

Search results are the “great unifier” across the business, whether it’s lead generation, reputation management or leadership, says @AlexJuddz. Love this! #amecsummit pic.twitter.com/aLRQoaxaEy

— Orla Graham (@orlagraham18) May 23, 2019