Measurement

The next book we have started reading in class is Measure What Matters by Katie Paine.  This book focuses on using measurement as a tool to help a business grow and flourish.  There are a variety of guidelines and steps needed in order to properly execute this process. 

Measurable is a word that has numerous elements associated with it.  First, the campaign needs to have goals and objectives that can actually be measured.  These goals should have a final outcome that should and can be reached.  In addition, a deadline or date needs to be set in order for a timetable to be established.  Personally, I think a date is great because it helps to visualize the specific plan and possible help motivate change.  If able, establishing a budget and target audience will allow an individual to measure progress more effectively.  All these elements will allow the goals and objectives of a campaign to be properly measured. 

When creating goals and objectives, it is important to not have mixed objectives.  An example given in the book deals with target audience.  If you don’t specifically say the target audience, like seniors or children, then it will be hard to measure the outcome of the goal effectively.  In order to avoid this problem, one should create a separate objective for each specific audience or population.  Overall, creating goals and objectives can be very difficult but are important in order to properly measure a campaign.