Too many times throughout my career I have been on projects where the thought of measurement is the last thing that anyone wants to hear. Every time I am put on one of these types of projects I get into a conversation as to why a measurement strategy is not only important, but it plays a key role in the success of a project. I start out the conversation by referring to the sport I love – snowboarding. Every time I snowboard I go with the mantra – “If I am not falling, I am not trying hard enough”. Many times the excuses I hear regarding a measurement strategy is what if my projects fails! This reply always seems to astonish me. My simple reply is failing is good as long as you learn from you mistake! By having a measurement strategy in place it does two main things:
1) Establishes a baseline of expected behavior – Creating a baseline of metrics helps establish what is normal activity. Once normal activity is established any deviations from what is normal success or failure can be determined.
2) Builds foundation to make sound business decisions – Another thing that a baseline does is it takes away what people think or feel. It establishes a scientific approach to marketing to make better decisions when it comes to your marketing budget. Finally, it makes you look good!
Comments