Please note that due to our international speakers the presentations and panels will be a lingual mix – some in Danish, some in English. Please click the ‘read more’ links for full descriptions of the presentations and panel debates, including language.

The program presented here may be subject to change. 




Registration and coffee


Welcome and introduction


Actionable Insights – Using Measurement and Analysis to Shape the Introduction of a Global Digital Workspace Experience at PANDORA

Morten Dal, Internal Communications Manager, PANDORA

How do you apply analysis and metrics to define the need for a global workspace in one of the largest jewellery companies worldwide? How do you design and roll out a truly global digital workspace experience enabling thousands of employees and managers worldwide to communicate, collaborate and share knowledge across cultures and geographical boundaries?

Internal Communications Manager Morten Dal is leading the triple global award-winning INFORA digital workspace experience at PANDORA. At Measurement Days, he will share insight into how he and his team use metrics and analysis as a lever for launching the company’s global digital workspace experience. The presentation will include use of gamification – so make sure to bring your mobile device!

Presentation and slides in English


From Staff to Storytellers – How to Release (and Measure) the Untapped Potential of Your Employees as Social Ambassadors

Alex McNab-Lundbäck, Head of Social Media, A.P. Moller Maersk

Get insights to strategy, performance data and learnings from A.P. Moller – Maersk’ digital employee advocacy program, which started as a 6 months pilot with 700 employees. Now, the program is an integral part of company’s social media efforts and it’s offered across the organization.

Presentation and slides in English.




Unlocking the Business Potential for Public Relations

Mark Weiner, Chairman on the Commission for Measurement and Evaluation, Institute for Public Relations (IPR)

The premise for research-driven public relations is that decisions based on data-derived insights are more likely to generate meaningful business results than decisions based solely on past experience, conventional wisdom or “gut instinct”. Data helps organisations create better, more efficient strategies and tactics by validating assumptions as well as generating insights for continuous improvement. And despite what one may think, research actually fosters the creative process.

To connect public relations performance with business outcomes, one must integrate public relations data with other data streams to understand the interrelationship with advertising, sales, production, and finance among others in driving positive business effects. Generally speaking, we refer to this as “PR within the Big Data Mix.”

In this interactive session, Mark Weiner presents research by the Institute for Public Relations which demonstrates how organisations can harness Public Relations to drive sales, improve efficiency and avoid catastrophic cost.

Presentation and slides in English.


Impact of Public Service Communication – Calculating the return on investment from Government Campaigns

Claire Pimm, Deputy Director, Campaigns, Insight and Evaluation for the Prime Minister’s Office and Cabinet Office Communications

How do we measure the effect of public communication when we are not selling products to the population? What sort of results should we be aiming for? What are some of the principles on how to set “good goals” in government communication to the public? 
Claire Pimm will explain how this is to be achieved and measured effectively, and also how it can be possible to quantify the results into a monetary figure.
Presentation and slides in English.


Panel: Picking the right measurement framework and method that suits your organisation’s needs

Morten Dal, Internal Communications Manager, PANDORA
Alex McNab-Lundbäck, Head of Social Media, A.P. Moller Maersk
Mark Weiner, Institute for Public Relations
Claire Pimm, Prime Minister’s Office and Cabinet Office Communications

Deciding to measure and evaluate your organisation’s communication is an important first step. But how do you then figure out which of the many frameworks and methods out there to adopt? Some are free, open source – others cost money. Some require training, while others are simple enough to grasp from a few articles. 

Our panel has a broad experience with different forms of frameworks and methods for measurement and evaluation and will share what they have learned and discuss with you, the audience, how you can get started quickly and easily with something suitable for your needs.

Panel debate in English.


Lunch – Storm Restaurant


When 1 + 1 = 3 – Measuring the effect of Integrated Marketing Communications

Tobias Helmer, Country Marketing Manager, Dell EMC, Sweden

Although we as an industry talk a lot about the practical integration of traditional marketing with public relations or, more broadly, corporate communication, to many it is still something of a unicorn.

At DELL EMC, data is at the core when it comes to integrated marketing communication – using tools to understand the customer journey based on the content they consume – demonstrating that the integration we all talk about is possible and supports the realization of important business goals.

Presentation and slides in English.


Panel: Getting a Seat at the Table – Can measurement help communication achieve a more strategic role in the organisation?

Mika Bildsøe Lassen, Head of Corporate Communication & Branding, A.P. Møller Holding
Thomas Holt Christensen, Director, Head of Marketing & Communications, KPMG Denmark,
Lisa Gubi Mørz, Head of Internal Communication, Danske Bank
Torben Clausen, Executive Director for Insight & Activation, Operate

Management talks about outcomes and impact, but many communicators still talk about results in terms of input and output. If we want to close the gap that exists in many organisations between communicators and management, we need to align our perception of success with theirs and link our communication objectives with the overall goals.

But how exactly can professional communicators use measurement to move closer to management? What obstacles prevent us from using measurement strategically or tactically and what are the best ways to overcome them?

In this interactive debate, our panelists will engage the audience and each other in a discussion about organisational influence, relevance and results – and what possibilities we might find in communication measurement and evaluation to get a seat at the table where the important decisions are made.

Panel debate in Danish.




‘Milk without milk’ – shaping public perception and debate through digital campaigns and search insights

Kasper Ibsen Beck, Communication Director, Arla Danmark

In April, Arla launched a campaign to get some common sense back into a health and food debate increasingly influenced by rumours, opinions and distortions. Kicking off their campaign with the launch of an obviously fake product – ‘Milk without milk’ – the campaign sought to ignite a conversation about how consumers, the media and stakeholders talk about food and health-related issues – and how this conversation can be improved with more facts and fewer opinions. 

Although the message spread via a number of platforms from social media to TV commercials, from Out of Home to print media PR, the overall goal of the campaign was to measurably change the online perception of milk through carefully planned and executed search engine optimisation of milk-related search results, thus shaping the future health and food debate. 

The presentation will go through the campaign’s SEO and PR strategy and demonstrate how the success of the perception-changing campaign was measured and achieved.

Presentation and slides in Danish


‘Humans still needed’ – the future impact of artificial intelligence on public relations

Stephen Waddington, Chair of the CIPR Panel on Artificial Intelligence and Chief Engagement Officer, Ketchum

What does the future of Public Relations look like? How will artificial intelligence shape the field going forward and what does that mean for professional communicators as a profession?

In the early summer of 2018, the British Chartered Institute of Public Relations (CIPR) concluded a research program into the impact of artificial intelligence on the PR profession. The resulting assessment is benchmarked against the Global Alliance Global Body of Knowledge (GBOK) framework, making it possible to visualise which skills in the professional communicator’s tool box are most likely to be replaced by AI in the future.

Presentation and slides in English.


Panel: Which skills will be vital to communication professionals in the future?

Sine Nørholm Just, Professor of Strategic Communication, Roskilde University
Rune Dalgaard, Director and Partner, Brand Strategy & Marketing, Advice
Mette Christiansen Barnes, Head of Communications, Nordic Entertainment Group (TV3 + Viaplay) and Member of the Board, Kommunikation & Sprog
Alan Malligsen, CEO, Retriever Denmark

The increasing demand for the use of data and measurement in professional communication presents a challenge to many – whether we are recruiting or trying to educate ourselves or others.

Will the next generation of communicators be data scientists with a little training in communication? Or communicators with an increased understanding of data and its uses? And what about the ever increasing importance of understanding the core business we as communicators are trying to help?

AI, machine learning, data science, automation of tasks – there is a score of issues that are likely to transform our profession and the field in which we work. Based on their personal and professional experience, the panel will give us a glimpse into their crystal ball of what the future looks like and which skills we should all be focusing on in the coming years.

Panel debate in Danish.


Goodbye and thank you


Conference ends.

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