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Measurement 101

With

@theelusivefish

Who am I ?

My name is Rob.

Measuring things

Has been my job .

So sit in the room,

Hear what I say.

You’ll be measuring too

By the end of this day.

@theelusivefishwww.linkedin.com/in/theelusivefish

The boss says...

Back, back, and back some more years,

There were no Facebook, not a Vine, nor one Tweet.

If this is all new and never ever before seen,

You must measure it differently, figure it out toute suite.

Listen to me

I’ll tell you right here - newest or old -

it's just communication and you measure it same

if you are on the newest of platforms, the oldest of ways,

A message is a message, even when tweeted up in a plane.

Measurement is a process not a website or tool,

A process to help you know just what to do,

Things to remember, just things, not some rule

We’ll call them for starters, Thing One and Thing Two

Quantifying a change you were trying to make

Attain valuable information that you don’t have

Thing one is a change to the market you make

It is an outcome you are after

It is an objective you will take

• Build Awareness• Educate / Build Understanding• Launch a Product• Establish a Need or Want• Create a Positive Association• Establish or Regain Trust• Form or Change an Opinion• Establish Relations with a Gatekeeper• Build an Audience

Offered in the rain,On a train,In a box,With a fox,In a houseWith a mouseHere or thereOr Anywhere

Changed opinion.Moved from strong detractor of green eggs and ham to strong likelihood to recommend.

Increased sales of green eggs and ham.

Clearly Defined ObjectivesWhat are you trying to change?

Exposure

Communication objectives Business

objectives

If you forget everything else that I have and will say

Remember Thing One. It is the most important of all.

You can do all the rest right, but mess up this and dismay.

Everything is resting on him, so make sure they don’t fall.

The three ‘why?’ rule:• If you can still ask, ‘why

are we doing this?’ you probably aren’t yet at your objective.

What are the signals that show your

change occurring?

That’s your KPI, that little noise,

That murmuring.

KPI is your Key Performance Indicator.All KPIs are metrics.Not all metrics are KPIs.

There’s not one KPI to work every way,

that’s right for Bill, right for Aunt May, or Jorgen Pasgective

You need to choose your own metrics

That meet your objectives.

You know what you’re after and the changes you seek

So set up a system to collect data every day hour or week

Establish a standard method and timing for collecting your data

Look at what happened - but more important, why so

Every piece of datum is clay for your bricks don’t you know

Report on these findings with a regular rythem

Not by the calendar, but when you need them.

Deliver reports before decisions need to be made. Reports should answer: • What?• So What• Now what?

Thing two is a mystery, to which you’ve no clue

Info that’s missing , info that’s lacking

Info much needed to say what to do.

Who?What?When?Where?How?

There’s always more to know, than you need to get

Choose your path wisely if you have a budget

• What do you know?• What don’t you know?

• Will knowing what you don’t know change your decisions?

• Will knowing what you don’t know help you make a decision?

Demographics• differentiators based on age,

gender, ethnicity, economics, geography

Psychographics• differentiators based on interests

Who?

Who is your audience?

Who will hear what you say?

Who cares about your branding?

Who will give you the time of day?

Does your audience care about geography?• If not, neither should you.

Make sure they’re Canadian

Your boss suggests

For statements about toilet paper

Our nation is best

What can you do when you search through the zoo

Of keywords and boolean results just for you

When you’re looking for April,

Do you mean the month or the lady

Or that spunky news anchor

From the Ninja Turtles maybe?

Most of our tools are keyword based• Signal to noise• Folksonomies

You know Thing One and you

know Thing Two,

Enough with the rhymes,

Time to talk with all of you