A year ago, I put together a list of resolutions that It’s shaping up to be a tough year for PR, (see “A Hard Rain’s Gonna Fall on Measurement“). You’re going to need to bring your A game to make progress in your measurement career. Here are some resolutions to help you out. Repeat after me:
1. I will breakup with vanity metrics.
I will understand the business implications of what I do and evaluate my performance based on the effect that my programs have had on the business. I will not use data that doesn’t reflect a business value.
2. I will go on a business-relevant-only diet.
I will look at all the data I am currently collecting and force rank every metric based on whether it reflects a business value. I will only pay attention to the top 5-10 metrics and will ignore the rest.
3. I will exercise the right side of my brain.
I understand that in order to ensure that my work is properly measured I have to understand statistics. I will either take a course in statistics or at the very least will learn how to use the data analysis function in Excel. Earned media needs to have its place in our marketing mix analysis and I need to have some stats chops to make that happen.
4. I will make better decisions, ones based on data, not gut instinct or internal politics.
To make my department more effective and efficient, I will choose and/or assign projects based on data and past performance. I will say “No” to any project that does not include a relevant business-driven measurement methodology.
5. I will play better with others.
I understand that I need to work cooperatively with research and marketing to get the answers and the data I need. Therefore I will regularly take my colleagues in marketing, research, and analytics to lunch. I will bring them coffee and warm, fresh-baked cookies whenever they help me out, because I understand that these experts are the key to my being able to measure my results in a relevant, meaningful, and actionable ways.
6. I will obey the rules and ensure that my program is in compliance with current industry standards.
I will adhere to the Barcelona Principles by ridding my measurement program of AVEs and including social media metrics. I will read all the current standards and will have my program in compliance by the end of the year.
7. I will learn how to measure mobile.
I understand that by the end of 2014 mobile will represent the majority of online presence. My earned media and owned content will represent a large percentage of that online consumption. So I will make sure that my online mobile efforts are measured.
8. I will learn the implications of Hummingbird.
In 2013 Google introduced Hummingbird, the latest version of its algorithm. The new algorithm favors mobile and contextual data such as location. As a result, SEO rules are changing—and not in a good way for traditional PR practices. The new algorithm lowered the weighting of non-mobile text only data (that means press releases) so sending out your press release over the wire will no longer contribute to your rankings. As always, having relevant and interesting content will get you the Google Juice you want.
9. I will say “No” when appropriate.
When my boss or client ask for something, but the data tells me that it won’t work, I will use that data to demonstrate that what they’re suggesting is going to backfire. I will not put my company or personal reputation in jeopardy for lack of data.
10. I will consume no more pie.
When I present my results I will show trends, and will tell a good story with the data. Pie charts do not show trends; I will eliminate them from my presentations because they will not help me improve my programs.
11. I will ask “So What?” at least three times.
When presented with data, or when looking at my own data, I will dig deeper into that data by asking “So what?” again and again until I divine its business implications.
12. I will subscribe to The Measurement Advisor…
…to make sure I don’ t miss a single new development in measurement in 2014 and beyond. ◊
Image: bobbypinblog
