Echo begins work with i to i tracker in bid to measure ROI

Echo Research, the UK’s largest independent research and evaluation firm, has teamed up with the Publicis-owned i to i tracker in a bid to develop fresh systems for measuring return on investment in PR campaigns.

Echo, which collects intelligence on comms effectiveness, has started working with i to i tracker on client British Gas. The joint service is set to be extended to Echo’s other clients.

The company, which also counts BT, PricewaterhouseCoopers and the Financial Services Authority among its clients, said the partnership with i to i tracker came about because of market demands for more ROI.

‘Our clients are getting questions from management asking what contribution PR is making to the business. We now have something, in the form of i to i, that answers that,’ said Echo chief executive Sandra Macleod.

i to i tracker aims to measure the impact of communications on brand reputation.

Founder Claire Spencer said: ‘The tie-up with Echo gives us access to new clients who already use research and want to add greater value to their PR efforts.’

The tool will be offered to clients alongside Echo’s existing services.

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