Measure what matters

            I have currently started reading a new book for one of the classes I’m in, called Measure what matters.  This book, written by Katie Delahaye Paine, is written from a public relations perspective and specifically focuses on the concept of using online tools to better understand customers, relationships (vital in PR) and most importantly customers. 

Since this book is all about measuring results, it would make sense if there was a specific protocol for figuring out how to outline a productive and effective measuring system, which Paine does in chapter three.  She calls it the seven steps to the perfect measurement program.  The point of a measurement system, before I outline the different steps, is to prove results and see whether or not a certain program or strategy is working for a company. 

The steps are as follows:

Step 1:  Define your goals and objectives

Before launching any kind of strategy, you need some kind of reason.  A good question to ask I “why this specific strategy,” and then maybe the idea becomes more clear.

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

You need to understand the relationship you have with your environment, which can include your customers ranging from media, employees, the government or even more international communities. 

Step 3:  Define your investment

You need to know what your investment will cost.  This stands for the “I” in the ROI (return on investment).  You need to know what you’re investing so it becomes worth it. 

Step 4:  Determine your benchmarks

This essentially means that even if you have the perfect measuring tool, you need something to compare your results too.  The best thing is obviously your competitors to see how you compare. 

Step 5:  Define your key performance indicators: 

You have to know what kind of metrics you are reporting your results with.  You have to figure our what would be success and what would be failure in your eyes.

Step 6:  Select and right measurement tool

This is basically self-explanatory.  You need to know the most effective way to measure your results.

Step 7:  Turn data into action

This involves analyzing your data, drawing conclusions and then making recommendations off of it.  Take advantage of your findings and make your company better for it.