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.
