In order to move successfully into this brave new world of meaningful measurement metrics, you’re going to have to dump a lot of the numbers you’ve been using for years. Here’s a chart that will help you clean out your junk drawer of measurement metrics. It’s a list of metrics we hate ☹️ (and you should dump), along with the metrics to replace them with (that we love ????). Welcome to a new and better measurement program!
| Discipline | Metrics to Dump ☹️ | What to Replace Them With ???? | How It’s Done |
| Media Relations | |||
| AVE | Reduction in cost of messages communicated | Analyze your top tier media coverage for whether it contains one or more of your key messages. Divide the media relations budget for the month or quarter by the number of messages that appeared. | |
| Impressions | Media Impact Score | Read this article on how to do it. | |
| UVM | Goal conversions from earned media | Watch this video on how to do it. | |
| SOV | % share of desirable coverage vs. the competition. Reduction in share of undesirable coverage vs. the competition. | ||
| Mentions | Kick Butt Index (aka Media Quality Score) | Read this article and watch this video. | |
| Social Media | |||
| Hits/Clicks | Engagement Quality Index | Read this article on how to do it. | |
| Engagement | Amplification | The number of times a story is shared by journalists or influencers. | |
| Events | |||
| Attendees | % of attendees remembering your message | Do pre and post surveys | |
| Hits | Share of desirable voice in media; share of event hashtag | Do media content analysis of event coverage | |
| Booth visits | Qualified leads | Use a CRM system | |
| Visitors | Reduction in cost per minute spent with prospect | Calculate the cost of the event divided by the number of actual conversations or leads you collect. | |
| Internal Comms | |||
| Email opens | % of employees who understand and know how to act on priorities | Use a knowledge quiz or pulse survey | |
| Email clicks | % read and % shared | Compare to industry benchmarks, like in this article. | |
| Engagement | Willingness to recommend | Bespoke definition of what an engaged employee does. And/or a pulse survey. Read this article and this one, too. | |
| Alignment | Do a Leader Say/Do Survey, this article tells you how. |
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Photo by Ashim D’Silva on Unsplash.
