Measurement? Just keep swimming
Making measurement easy, one master stroke at a time.
We work with clients across a wide range of industries, sectors and sizes, and a similar challenge seems prominent for many of them; very few have 100% digital communications and super-smart analytics. Then add in the fact we’re working with and a remote or disconnected or shift based workforce, and measurement can seem like a door not worth opening. Or at least one that’s very hard to nudge ajar.
If that sounds like you, hopefully it’s refreshing to know you’re not alone. And more importantly, there is a way to get started.
The first step is to dip your toe in the water. Don’t feel that you need boil the ocean with a fully integrated and super-swanky measurement strategy. Focus, and get comfortable with measurement before you dive right in.
Here are our six steps to swimming – rather than sinking – with measurement:
Try starting small with an area that you have complete control over. It might be a time-bound campaign where know your inputs, outputs and expected outcomes. Or it could be a specific channel with a specific purpose such as a team brief that is designed to give front-line teams the sales information for the week. Once you’ve nailed how to measure a small remit, you’ll be well away with extending your approach to measurement.
You don’t need to measure across your entire organisation for the data to be statistically significant and, above all, useful. Start by focusing on a function, a group of stores or even a region and see how your measurement nuggets can make national improvements.
It’s often the temptation to delve into the data, attempt Google-level analytics and cut the numbers 32 different ways. Don’t feel that you need to do that from the start. In fact, over-analysing data can aggregate it into uselessness. Focus on your outcomes, think about the changes you can affect and focus on the things you really need to measure.
Listen and learn
Measurement isn’t just about the numbers. What people say, and the way they say it, can often tell a far greater story than reams of data. A series of regular focus groups with structured questions will help you to learn more about how the lay of the land is changing.
Build a baseline
Audits are great ways to understand what your internal communications looks like right now. It’s a deep dive at a moment in time and can be a catalyst to some smart, focused, regular measurement.
Finally – know what makes you go OOO
Focusing on outcomes can sometimes feel a little lofty, and too long-term. But measuring outputs is just confirming what you do. The challenge here is to draw a line of sight between your outputs, the outtakes and outcomes – what you do, what people say and what the behaviour change is. By spending a little time nailing this at the start, you’ll be on to a winner.