The 7 Steps to a Flawless Measurement Program

Having a measurement program doesn’t do much if you are unable to prove your results and use those results to improve your company or organization. Chapter 3 of “Measure what Matters” by Katie Paine focuses on the seven steps it takes to create the perfect measurement program that positively influences your company.

Step 1: Define your goals and objectives

Most marketing goals fall under three categories: sales, message or position and public safety or education. In order for goals to be measurable, Paine says the goals or objectives “must include not just the desired outcome but also a date by which it should happen, and ideally, a budget and the audience it is designed to influence.”

Step 2: Define your environment

You need to examine each individual audience you are trying to reach and ask yourself two questions: how does a good relationship benefit the organization and how might a bad relationship threaten it?

Step 3: Define your investment

You need to be aware of the budget your company or organization is allowing for measurement programs before you dive in.

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. Ideally, you should benchmark against your company’s past performance and against three other companies.

Step 5: Define your key performance indicators

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

Step 6: Select the right measurement tool

“Your measurement tools are the techniques you will use to collect data.” You will be collecting data by content analysis, primary research or web analytics.

Step 7: Turn data into action

In order for your measurement program to be a success, you need to analyze data and make changes when necessary. Being able to make changes and adapt to various elements will make your measurement program stronger.

Measuring what matters means measuring relationships because all transactions conducted today are driven by relationships. Building, managing and measuring relationships are fundamental to your success and the success of your organization. By implementing Paine’s seven steps, you are on your way to effectively measuring relationships.