Measure & Mingle: Measurement Strategy Session and Ice Cream Social
This session will explore how AI is reshaping PR measurement - and why the human element is more important than ever. Learn how to pair automation with insight for strategic decision-making. Afterward, join us for a casual ice cream social!
Beyond the Numbers: How AI & Human Expertise Elevate PR Measurement
AI has transformed the way we measure PR, but data alone doesn’t tell the whole story. While automation helps process vast amounts of information, human expertise is essential for uncovering deeper insights, context, and strategy. This session will explore why AI alone isn’t enough, how combining technology with human analysis leads to more meaningful measurement, and what PR pros should consider when evaluating success beyond traditional metrics.
Key Takeaways:
1. The Power of AI + Human Expertise – Why data alone can be misleading and how human analysis fills the gaps.
2. Smarter PR Measurement – How to balance automation with human insight for more accurate brand assessment.
3. Beyond Media Mentions: Measuring What Really Matters – How to move past vanity metrics and focus on impact.
Meet the Presenter:
With over 20 years of experience in marketing, corporate communications, and product development, Evan Escobedo is a leader and innovator in media monitoring, analytics, and insight. As the founder of measuredI/O, he has created a Brand Intelligence company that focuses on quantifying brand equity and assessing the effectiveness of brand and communication strategies.
Evan previously served as the Global Lead of Media Analytics and Insight at Western Union, where he built a Media Monitoring and Analytics Center of Excellence. He developed a unique Media Impact Scoring model that linked media insights to key business drivers, enhancing brand reputation. During his 13 years at Cisco Systems, Inc., he led key strategies for market intelligence, integrated social media listening, and advanced analytics to better understand customer needs. Evan has also collaborated with other notable brands, including the Denver Broncos, the U.S. Olympic Committee, Peet’s Coffee, and HP.
