“Where We’re Going, We Don’t Need Roads”
First and foremost, if you’re here and reading this initial post – thank you. It’s likely that you’ve come across our site because you and I are connected in some way and you’re here to find out what SeeDepth is all about.
I’m excited to finally unveil what I’ve been working on for so long! From its initial manual production at my first company (a PR agency) in 2008, the concept of SeeDepth was created well before the industry began thinking about truly impactful PR results. Most folks were still counting clips and presenting AVEs as the most valuable metric. Back then, my team and I started a scoring process and tracked the results in Excel! We didn’t know it then, but we were adhering to the Barcelona Principles, a declaration of standards and practices to guide measurement, established by PR practitioners from 33 countries at the International Association for Measurement and Evaluation of Communication (AMEC) in 2010.
Since that time, I’ve been encouraged by clients and industry colleagues to create an offering that the industry can use. The time came when it was right to change my focus out of the PR agency and to work with clients in more of a consulting role on marketing and branding, while simultaneously building the SeeDepth team to bring the Campaign Performance Index to life across all of PR – not just media relations. The result is a platform that’s easy to use, impactful and accessible for communicators to automatically track and report on multiple PR programs and their impact on the bottom line. We clearly identify PR’s role in customer engagement and acquisition – changing the C-level perception of it as cost center and clearly unveiling its value as a profit center.
It’s time for the PR world to catch up with the rest of marketing and sales automation. Today, the category of “PR Tech” is just beginning to take off – and there’s such a long way to go in industry adoption. We’re excited to be at the forefront of this movement, taking PR from its archaic and biased way of measuring to agnostic, automated and data-driven reports that clearly show the depth of PR’s impact across the company. We help you identify not just data – but information. Why is something working, what values drive action from our audiences, what’s resonating and what isn’t?
We like to say we help you repeat what’s working and pivot from what isn’t. In the past, marketers have had to follow paths of measurement that were time consuming and sometimes unclear. Like a road, we were forced to work with limited options, locked into the direction someone else decided we should go (like counting AVEs) and taking a really long time to get there. Today, communicators have unprecedented access to data and information. We put that powerful combination together for you, empowering you to spend less time proving your results and more time securing them. You’re free to use the information that works best for you and your needs, instead of worrying about predetermined maps, so to speak. As Doc Brown said, “Where we’re going, we don’t need roads!”
I hope you’ll join us on this groovy trip!