METRICS

Innovation in Metrics: proving the contribution of intangible assets to value generation

Madrid hosts the II Meeting about Innovation in Metrics of Intangible Assets on the occasion of Measurement Month organised by AMEC, the International association for the measurement and evaluation of communication.

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Madrid, 27th September 2016. The importance of intangibles as a tool for management and creation of value in organisations is evident. This is the main conclusion of the II Meeting about Innovation in Metrics of Intangible Assets (Jornada de Innovación en Métricas de Intangibles) that Corporate Excellence held in Madrid on the occasion of the Metrics Month organised by AMEC, a European association considered a benchmark for the measurement of intangible assets.

As expressed by Jaume Giró, President of Corporate Excellence and Managing Director of Fundación Bancaria "La Caixa": "Corporate Excellence echoed the global call for the Metrics Month, and organised, together with some of its strategic allies and member companies, a high-level meeting to share the progress made in indicators, tools and management models for intangible assets with the academic and professional community."

The Meeting brought together over 120 participants in Banco Popular's auditorium, had a panel of 24 speakers, and was structured around five tables. Its goal was to show, quoting Corporate Excellence's CEO Ángel Alloza, "the economic impact of intangible assets, and to promote the creation of robust and reliable standards in this field of knowledge."

The experts at the Meeting also underscored the importance of having intelligence systems to identify social trends, foresee behaviours and get valuable insights. These systems would help anticipate potential risks but also identify business opportunities and design differential strategies consequently. At the same time, they examined in depth non-financial indicators that are linked to the business and to the corporate strategy —such as reputation and brand—, as well as the necessary levers to make those indicators grow, and create a positive and relevant impact on the business performance.

The lectures further explained the broad spectrum of indicators available in the current digital context and underscored the great opportunity that Internet represents as a social research tool in real time. All agreed on the importance of setting measurement and management models to successfully align and engage all employees to be able to generate favourable behaviours towards the company, which, ultimately, will help strengthen its global reputation. 

In conclusion, the Meeting offered a broad image of metrics of trust and reputation intelligence, social trends, key indicators in the digital environment, new models to measure brand and corporate reputation, and management models for corporate alignment.

In fact, one of the biggest challenges in this field is to prove the actual contribution of intangible assets to the generation of value in the company. As Alloza claimed, " even if there is still a long way to go, Spanish companies, consultancies and universities are already leading a differential positioning in this area".

Nowadays, over 50% of the value of organisations lies in its intangible assets and resources, reaching the 80% in some industries. That is the reason why they are acquiring more and more strategic importance within organisations.  Carlos Balado, Director of Communications, Brand and Corporate Relationships at Popular and responsible of welcoming everyone at the Meeting, said that "in the last years, the reputation and brand of companies have become their two most relevant components to generate value and achieve differentiation."

Corporate Excellence has made considerable progress in this sphere with a whole ecosystem of relationships shaped by over 85 strategic alliances, both in the academic and the corporate world, and 19 member companies. Some of these allies, experts in Metrics, have also taken part in the Meeting: Acceso, Alcor consultores, Alva group, Brand Finance, Conento, Edelman, GlobeScan, Instituto de Ingeniería del Conocimiento, Instituto de Intangibles, Llorente & Cuenca, Millward Brown, Punto de Fuga, Reputation Institute, RepRisk, Universidad Complutense de Madrid, Universidad de Málaga, Universidad Pontificia de Salamanca.

Companies such as BBVA, El Corte Inglés, Iberdrola and Telefónica presented cases of best practices that had been tested with very good result.

Last but not least, we would like to list —in order of participation— the specialist that took part in the Meeting:Jordi Ballera, Director at Edelman Madrid;Christophe Guibeleguiet, co-CEO at GlobeScan;Pepe Martínez, Firefly Director & Marketing Responsible Millward Brown Iberia;Alberto López-Valenzuela, Founder and CEO at Alva Group;Macarena Estévez, Founder and CEO at Conento;Mariano Maqueda, Founder Partner at Punto de Fuga;María Erquiaga, Chairperson of Social Programs at BBVA;Ana CasadoyJosé Ignacio Peláez, Academic Managers at Cátedra de Métricas y Gestión de Intangibles of Universidad de Málaga;Iván Pino, Senior Director of Digital Communication at LLORENTE & CUENCA;Sergi Guillot, CEO at Acceso;José Carlos Martínez, Corporate Reputation Officer at Iberdrola;Carmen Dato, Advise chairpersonat Reputation Institute;Raul Manjarin, Business Development Officer at RepRisk;David Alameda, Foro Académico de Investigación in the Communication Area;Pedro Tavares, Iberia Managing Partner at Brand Finance;Nieves Jiménez, Brand and Corporate Reputation Officer at El Corte Inglés;Pablo Gonzalo, Director partner at Alcor Consultores;David Aguado, Manager of Centro Avanzado para el desarrollo de Métricas en Talento Organizativo of Instituto de Ingeniería del Conocimiento;Esteban Sitges, manager at Instituto de Intangibles; andSusana Gallego, Corporate Reputation Officer at Telefónica.