From birth, the lifelong journey with measurement begins.
Seconds after you’re born, doctors perform an APGAR test using a 10-point scale that measures five basic criteria to evaluate your health. In just a few minutes they’re able to make that critical call and determine whether extra care is needed. The steps are simple: measure, evaluate, make adjustments, and repeat. Without being time-consuming or costly, this measurement helps doctors make important decisions about what to do next.
Just like the APGAR test, you can quickly assess the health of your marketing tactics, provided you have a scale in place for the right measurements. The benefit? You’ll be able to nimbly respond to opportunities while keeping budgets lean.
Measurement often sounds like time and money. This doesn’t have to be the case. It’s a misconception to think that measuring every tactic is time-consuming and expensive.
In reality, measurement can be quite simple.
Prior to any new campaign or tactic, make your own version of the APGAR test by challenging your team to answer two basic questions:
- What does success look like?
- How do we measure it?
Identifying what success looks like and determining key performance indicators doesn’t take long, and it pays dividends. Simply identifying those indicators ensures you have the right measurements in place prior to launch. It also helps to manage expectations and build consensus with your team. With this approach, you’ll avoid a situation where you can’t gauge success because the means to measure a campaign or tactic were never put in place. And if you aren’t able to measure a particular campaign or tactic, could you even justify doing it again?
The benefits are clear: Measurement provides a historical record, sets an internal benchmark and puts you on the road toward constant improvement. All key performance