measuring for impact
TRANSCRIPT
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Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | [email protected]
"There are three kinds of lies: lies, damned lies, and statistics"Benjamin Disraeli, British Prime Minister
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Jonathan PhillipsFounder, ClarityDW
Measuring for Insight
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Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | [email protected]
Jonathan Phillips
Founder, ClarityDW• 15 years digital experience• Intranet, internet, social,
communication, collaboration• Advisor to HM Government• Co-Founder of intranetizen.com• Non-exec director
Digital Workplace Consultancy
Communication | Collaboration | Strategy
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Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | [email protected]
Measure for insight
• Why do we bother measuring anything anyway?
• The 5 golden rules of measurement
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Why do we measure anything?
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Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | [email protected]
Why measure anything?
Performance
Establishing a benchmark, quantifying
an issue
ProgressLongitudinal study
One time Repeated commitment
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Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | [email protected]
Measuring for insight
1. Translate objectives into defined information
indicators
2. Measure those indicators
3. Analyse
4. Take Action
1. All measures should directly
relate to a business objective
2. All measures must have targets
3. All measures must be
measureable
4. All measures need to be action
orientated. No space for FYIs
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The Five Golden Rules of Measurement
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Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | [email protected]
Never measure anything that individuals or small groups can unduly
influence
When you measure, you may gamify the system. Incentives can incentivise!
1
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Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | [email protected]
Measure the change wherever possible – Outcomes not Outputs
Sale
Hot Prospects
Every possible suspect
Attend Training
Click-throughs
Users on intranet page
OutcomesOutputs
Identify the purpose of a page or feature and measure that purpose: think, feel, doIf you can’t measure the outcome, be 100% certain of the causal impact of the
outputs
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Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | [email protected]
The ‘So What’ or ‘5 whys’ test?3
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Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | [email protected]
minutes to go
Data and Information are not the same thing
18 Relax, this presentation will be over
soonInformationData + Context or Structure =
3
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Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | [email protected]
Beware of Heisenberg
Be proportional in your investment in measurement and check for distortion
4
Time spent measuring the
intranet, deflects you from actually doing the things you should do to improve intranet
Adding code to measure the
page load, slows the page load
time down
‘Star ratings’ influence other people’s ratings and change their
behaviours
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Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | [email protected]
Ensure that there is real clarity in each measure
Page Views ≠ Page Reads ≠ Action
5
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Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | [email protected]
Your 5 Golden Rules for measurement
• Never measure anything that individuals or small groups can unduly influence
• Measure outcomes not outputs
• Always apply the ‘so what’ or ‘5 whys’ to test context and purpose
• Be aware of Heisenberg
• Ensure clarity of meaning so there is no ambiguity
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Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | [email protected]
There isn’t a magic measurement formula to copy. Sadly.
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Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | [email protected]
Thank you!
@DigitalJonathan | +44 75 40 83 85 93 | [email protected]