Chapter 3

The seven steps

1.       Define your goals and objectives:  Here we are looking at why are we making these actions? What are you seeking to measure? Overall, what do you want to get out of this.

2.       Define your environment, your audiences, and your role in influencing them. In order to receive the most accurate return you need to know what people you are reaching and what is going on in the surrounding area.

3.       Define your investment: what will it cost? What is the “I” in ROI? In this aspect, I think you get what you pay for. Although the costs are high it might be worth it in order to have a better outcome.

4.       Determine your standards. You must have a base to measure from. One can look at the industry as a whole and determine where you stand. Then look at the other businesses that are currently excelling and determine what you need to do to meet the base measurements.  

5.       Define your key performance indicators: what are the metrics you will report with? Some can be determined with output measure.

6.       Select the right measurement tool and vendors and collect data. Pick the tool that will be most beneficial in answering your questions correctly and for your business.   

7.       Turn data into action: examine data, draw actionable conclusions, and make commendations. The data you collect is impractical unless you do something with it. Now that you have your answer you can alter your work.