Create A Data Measurement

Framework in 5 Steps

Brilliant

By Chris DowsettTwitter: @ChrisDowsett

Photo Courtesy of PixelGirlPresents.com

Why You Need A Data Measurement Framework

A data measurement framework is an important tool in putting your data to work. Here’s how it can help:

1. The measurement framework helps bring different data sources together (like customer data analytics and market research surveys) and unites silo’d data sets to capitalize on the information.

2. It can help the business group think through what they want to measure, what they want to take away from each data metric and what are the key performance indicators (KPIs) for the group.

3. The framework sets expectations for what types of analysis go into reporting, when business teams can expect results and the format for the data so managers can understand how to turn insights into action.

4. The framework sets a baseline to improve measurement tools, algorithms and to keep improving the relevancy of different metrics over time.

5. It builds confidence among business groups by outlining what people can expect, when they can expect it and what they can do with the results when they’re reported.

Step 1 – Decide On A Structure For Your Framework

Decide on a structure for your measurement framework. This will dictate the flow of your framework.

Chose a structure from an existing experience, such as new customer signup, or a planning process such as the TV ad creation process.

A structure is important because you will be matching your metrics to key stages of the process that you choose.

One example is the new customer sign-up experience where you might measure the sign-up form across different metrics such as ease of use, time to completion and percentage that fail to finish the sign-up. You don’t need the metrics yet, just decide on the structure of your framework.

Create Ad

Copy

TV Campaign Cycle – An Example Structure For A Measurement Framework

Test Ad Copy

Run TV Ad

Evaluate Ad

Impact

Metrics Metrics Metrics Metrics

Draw out the key stages of the framework in a flow diagram with different stages.

Draw a flow diagram outlining how this measurement framework will fit into existing analytics or measurement processes. This helps understand how this framework will fit into the wider organization’s research and insights functions.

Include the following information at the stages of the framework:

1. Data sources feeding the measurement framework

2. Phases of the measurement like data collection, analysis and reporting

3. Key stakeholders at each phase of the measurement

4. How the framework will link to other business process and other functions

Step 2 – Draw a Framework Overview

TV ad data input

Data analyzed

Data Sent to Project

Team Portal

Match with CRM Data

Project Team

Adjusts Spending

Example flow outline. The framework will show what is analyzed and what is sent to the portal.Flow shows inclusion of CRM data to the process.

Step 2 – Draw a Framework Overview - EXAMPLE

Map out the key stages or milestones for the measurement framework.

Your structure from step 2 will be very important here.

Draw out the key stages of the measurement framework and the timeline for analyzing the key stages.

In a TV ad campaign example, some of the key stages might include:• Pre TV ad metric inputs – this stage brings together

the data needed to create the TV ad• Pre TV ad release – this stage brings together metrics

to help plan when and where the TV ad will air• Post ad campaign business analysis – this stage looks

at the relationship between the ad and any sales lift

Each of these stages will define what data and metrics will be reported at each stage.

Example of Some Key Stages:

Step 3 – Map Out

Key Stages In The

Framework

Now the fun stuff. Start putting all your stages, metrics and the flow into a measurement framework.

Under each stage, write metrics and data sources that the analyst will be looking at. It can also help include a brief rationale for the metric like “used to understand if the TV ad campaign increased brand awareness”.

Highlight Key Performance Indicators and include approximate timelines so people know when they should expect the results.

You could use colors to separate different information, like the metrics from the explanations. Arrows and other symbols help the reader walk through the framework and understand its flow.

Step 4 – Putting The Framework Together

Evaluate Ad

Impact

Increase in Revenue

Increase in Product Trails

Correlated Web Traffic

Brand Awareness Score Change

Will be used to understand if TV

increased revenue over the TV ad campaign

period.

STAGE

Step 4 – Putting The Framework Together – EXAMPLE SCREENSHOT with key stages and example metrics

Show the framework to your key stakeholders, get feedback and improve the framework.

The measurement framework should be a clear explanation of what data is being measured for the project, where that data is coming from, how it will be analyzed and what the business leaders can do with the information.

Ask your audience if the framework does all of that and update it where you need to.

The final project will be better for it.

Step 5 – Presenting the Framework and Getting Feedback

Thanks for viewing.

Photo Courtesy of PixelGirlPresents.com

If you have any questions or feedback, here are my contact details:

Twitter: @chrisdowsettWeb: http://www.about.me/chrisdowsett

Chris Dowsett