While the importance of data analysis and measurement for an informed communications campaign is better understood than ever before, there is still work to be done before this practice is fully integrated into mainstream PR.

The world’s leading measurement and evaluation event, the AMEC conference and awards, took place in Amsterdam last week and bought together the industry’s top performers.

Speakers at the two-day conference included Alex Aiken, executive director of Government Communications, Richard Wergen, executive vice president of Philips, Richard Bagnall, CEO at PRIME Research UK and Christophe Dickes, director at Kantar Media.

While the large-scale event and packed schedule showed that the measurement industry is thriving, discussion typically focused on how it can best prove its value to clients. Social media measurement was also a hot topic.

The potential of effective measurement was celebrated at the AMEC awards, which followed on from the second day of the conference. The awards highlighted some exceptional campaigns that showed how measurement and evaluation can drive results.

Gold winners at the AMEC awards included Gorkana, Ogilvy Public Relations, Pegasus, iSentia, and Salience Insight. The gala dinner was held at the De Duif church and the drinks receptiontook place on Amsterdam's legendary canals.

It was announced that the 2015 AMEC awards will be held in Stockholm.