#1 Struggle: “People can’t find meaningful measurement.”

What does it mean?  One study found that the number one reason that people struggle with measurement is that they can’t get meaningful measurement.  Supposedly, it’s true for any industry, organization or endeavor.   It’s certainly true for people who invested in “canned” dashboards.

To get meaning from your measurement, you need a little help at the right time.  You know more than you think about what would be meaningful.

Here’s a few tips for getting to meaningful measurement.

  1. Involve a measurement expert from the start (not after the fact).
  2. Use data to set measurable goals for what success means to you.
  3. Measure before, during and after an effort.
  4. Conclude with answering these questions…
    • Did I reach my goal?
    • What happened and why?
    • What does it mean?
    • What will I do about it?

Keep it simple, but get the help of a measurement partner to make it easy and meaningful.

Measure well!  No excuses.

Debi Parcheta

dparcheta@blue-marble.com

 

Image Courtesy of Creative Commons Flickr, Author:  chetbox

Comment below: What does this heat map view of a face mean?  People struggle with measurement because they need meaning.

Why Struggling Brands Need to Measure Most

Are you struggling to improve media relations for a declining brand?

Failing brands need media measurement most of all.  Measuring can determine if a brand has forgotten its values.  Or we could measure to see if a brand is overestimating its own importance.  Some brands are guilty of branching out too far and measurement can tell you if people view your brand as being in the wrong category or if they think a brand is behaving deceptively.  Fatigue can be readily measured when a brand fails to be creative or innovative.

For many brands, failure coincides with not measuring at all – you weren’t watching what was happening.   Brands must stay relevant.  They need to measure consumer patterns, competitor positions, market evolution, and cultural trends.

This sort of measurement doesn’t need to be complicated.  Look around periodically.  Train yourself to use data to develop insights to lift your struggling brand up again.

Happy to help.

Let’s talk about being insightful.
Debi Parcheta, BlueVision® Media Measurement
dparcheta@blue-marble.com