Measurement Is Everything

When reading chapter 3 of Katie Paines book “Measure What Matters”: We get a good look at how important measurement is, and how to run the perfect measurement program.  Katie Paine gives her readers a 7-step outline of how you want to measure, and how to measure successfully.

Step: 1 Define your goals and objectives

Most marketing goals fall under three categories: sales, message or position and public safety or education. By knowing these goals you can develop a more concrete completion date.

Step: 2 Define your environment, your audiences, and your role influencing them

It is important to examine each individual audience and know what is important to that specific audience.

Step: 3 Define your investment

Know your budget, we have all heard the horror stories of people planning this huge campaign, and when they go to implement it, they do not have the budget needed to cover it.

Step: 4 Determine your benchmarks

Measurement is meant to be a comparative tool. You need to have something to compare your organization to in order to have relevant feedback.

Step: 5 Determine your key performance indicators

Key performance indicators (KPI) are the specific criteria to success.

Step: 6 Select the right measurement tool and vendors and collect data

You are able to collect data in three ways, content analysis of social or traditional media, primary research and web analytics. You should choose the appropriate tool accordingly.

Step: 7 Turn data into action

Set up a regular reporting schedule, so all members within your company know where you company stands and where your trying to go.

Katie Paine argues by knowing these steps front to back, you are guaranteed to be successful in your measurement efforts. Measurement is what people need and want, without measurement we really don’t know what how good or bad a campaign is. Follow Katie Pains 7 step measurement outline, and you will be sure to see good results.