The challenge in measuring intangibles is no longer about having more indicators, but about identifying those capable of turning data into useful intelligence that can be incorporated into decision-making, as concluded the VII edition of the Congress on Innovation and Metrics of Intangibles organised by Corporate Excellence – Centre for Reputation Leadership last week.
In addition to showcasing business cases on how the measurement of intangibles is already being integrated into corporate management, the event also served to present new frameworks and methodologies to advance in one of the major challenges of intangible management: moving from measuring their evolution to demonstrating their contribution and using that evidence to make better decisions.
Johna Burke, Global Managing Director & CEO of AMEC (International Association for Measurement and Evaluation of Communication), an international reference organisation in communication measurement and evaluation, presented the latest international advances in this field, delving into the evolution towards models capable of connecting communication performance with the objectives and results of organisations.
Meanwhile, Corporate Excellence and Cirentis presented Corporate Mix Modelling, a new methodology aimed at measuring and demonstrating the contribution of the corporate affairs function to the business. The model seeks to provide new evidence about the contribution of Corporate Affairs to the business and strengthen the function's capacity to guide decision-making.
Finally, Corporate Excellence took the opportunity of the meeting to launch a new manifesto on reputation, metrics, and artificial intelligence that establishes five ideas for understanding and managing reputation in the algorithmic era. The manifesto starts from a fundamental distinction: the algorithmic representation of an organisation is not its reputation. Reputation continues to be built in the minds of stakeholders based on their experiences, expectations, information, perceptions, and attitudes, while AI introduces a new layer of intermediation capable of influencing that process.
