From Labs to Lives

Helping research stories reach the people who need to hear them.

MEASUREMENT PERSPECTIVE

Attention is a signal. Influence needs more evidence.

For a campaign aimed at policy audiences, reach and clicks help explain who encountered the story. Understanding what changed requires evidence beyond the media report.

My contribution

Paid media planning, audience targeting and performance reporting within a wider UC Davis communications effort.

Scope & evidence

Team campaign. UC Davis owns the campaign and creative work. This summary describes my planning and analytics contribution; it does not claim a measured change in policy influence.

From Labs to Lives campaign photograph: a man with a prosthetic arm

Campaign imagery · UC Davis

THE RESEARCH QUESTION

A campaign with a specific audience

From Labs to Lives makes research relevant to everyday life. Reaching policy audiences adds another question: where can these stories earn attention, and how should that attention be measured?

THE EVIDENCE & MY INTERPRETATION

Read performance against the audience goal

Audience, creative and destination-traffic reporting answer different questions. Reading them together helps identify the next test; none of these measures alone establishes that a research story influenced a policy decision.

WHAT IT MEANS FOR STRATEGY

A next step grounded in the evidence

Use reporting to guide the next creative or audience test. Reach and clicks provide evidence of attention. Further engagement measures are needed to understand what follows.

Project background, approach & sources ＋

PROJECT CONTEXT

How do we connect complex research with a focused audience?

From Labs to Lives brings the everyday impact of UC Davis research into focus. My work connects paid media planning, audience targeting and performance reporting to support that larger communications effort.

The research & measurement lens

Translate campaign goals into a practical paid media plan.
Use audience and creative performance to guide adjustments across LinkedIn, Meta and YouTube.
Read reach, engagement and destination traffic together, with clear limits on attribution.

Explore the UC Davis campaign ↗

Team project. Campaign and creative materials belong to UC Davis. This overview focuses on my research and analytics perspective.

KEEP EXPLORING

People behind the segments

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