Nasdaq Corporate Solutions Survey of Chief Communications Officers Highlights Ongoing Convergence Between PR and Marketing

NEW YORK, March 29, 2017 -- Nasdaq Corporate Solutions has released the findings of an in-depth survey that explored how communications leaders value analytics that measure success. Responses from more than 100 Chief Communications Officers (and CCO-equivalent titles) in the U.S., Canada, and Europe revealed that CCOs are taking a sophisticated look at how their public relations activity tracks against business goals and key performance indicators (KPIs).

Convergence of PR and marketing: majority of CCOs are accountable for marketing KPIs. CCOs value far more KPIs than the number they actually track.

Infographics accompanying this announcement are available at 

http://www.globenewswire.com/NewsRoom/AttachmentNg/4e1b5cde-e75b-401c-9b64-9bea975c00eb

http://www.globenewswire.com/NewsRoom/AttachmentNg/a7cb5e18-73d0-460d-9d70-702832807e3f

“Communications and public relations leaders today are increasingly applying marketing and sales metrics when measuring the output of their work,” said Sanjay Kulkarni, Head of PR Solutions at Nasdaq Corporate Solutions, commenting on the results of the survey. “Given this convergence, CCOs will need to have a strong understanding of the analytics available to them, and flexible tools that allow them to effectively track a broad range of KPIs and update their measurement dashboards when business needs change.”

The survey, conducted in partnership with KRC Research, revealed the top KPIs communications leaders consider the most important to track include:

• Sales and lead conversion;
• Brand awareness;
• Search ranking;
• Active coverage;
• Potential audience reach; and
• Website impressions, among others.

Nearly all respondents agreed on 12 KPIs that should be tracked; interestingly, CCOs place value on a greater number of KPIs than they actually monitor, with 73 percent accountable for only four KPIs or less. This disconnect is one of the many findings from the survey that sheds light on the measurement challenges CCOs face today.

To download the study, please visit http://business.nasdaq.com/CCO-survey.

Nasdaq Corporate Solutions offers an integrated suite of market intelligence, analytics, communications, and collaboration solutions that support investor relations, communications and corporate governance professionals. Nasdaq Corporate Solutions is a unit of Nasdaq, Inc. and serves nearly 18,000 clients.

About Nasdaq:
Nasdaq (Nasdaq:NDAQ) is a leading provider of trading, clearing, exchange technology, listing, information and public company services across six continents. Through its diverse portfolio of solutions, Nasdaq enables customers to plan, optimize and execute their business vision with confidence, using proven technologies that provide transparency and insight for navigating today's global capital markets. As the creator of the world's first electronic stock market, its technology powers more than 85 marketplaces in 50 countries, and 1 in 10 of the world's securities transactions. Nasdaq is home to approximately 3,800 listed companies with a market value of approximately $10 trillion and nearly 18,000 corporate clients. To learn more, visit: nasdaq.com/ambition or business.nasdaq.com.

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