WHAT GETS MEASURED GETS DONE
We are tasked to measure, monitor, analyze, calculate and too often monetize everything we do. All these measurements, reports, graphs, charts and justifications are getting in the way of doing the work.
What matters more, the measurement or the work?
Was our work less valuable before we could measure and report it in a myriad of ways?
I think not and question the value of the metrics.
What if we’re measuring the wrong things?
Likes on social media are not a good measure of engagement.
They are mere vanity metrics.
Algorithms dictate who and what we see on social platforms, control narratives to influence cliques and instigate profitable actions for the platform instead of the poster.
Who is telling us what to measure and why?
Always consider the source, their intention and motivation.
Politicians who want to slash funding measure government services through the same ROI lens of a for-profit business. Many of these services are built and for paid by taxpayers.
They are invaluable. Their worth is the well-being of our citizens, country and goodwill for the world. They are also part of an overall budget, not stand-alone line items.
There are many measures to calculate the value of a company.
I wonder whether companies have a measure for the successful delivery of their values?
How does creating a barrier to entry by making guests pay for parking devalue the delivery of hospitality? (Pet peeve of a 2nd generation native Las Vegan.) Many hotel properties use an age-old loss leader strategy to get people in to spend time and money in more profitable areas. In a casino, the odds are forever in the House’s favor.
Safety Measures
Part of our government’s job is to ensure the safety and health of citizens through monitoring risks and implementing safeguards. Ironically, these measurements are being rolled back resulting in dire consequences. The CDC quietly cut surveillance of foodborne pathogens from eight down to two. Cyclospora was one of the six it stopped watching and now we have a national outbreak.
Measuring pollution in our air and water was rolled way back or eliminated after nearly $75 million in election donations from the fossil fuel industry.
Several years ago, in response to a devastating outbreak affecting spinach crops, a voluntary group of farmers formed LGMA (Leafy Green Marketing Association) to self-regulate and source with standards better than the government requires. The farmers know it is in their best interest to deliver a safe, healthy product.
Measuring Return on Investment or Impact
When I handled PR/Marketing for St. Rose Dominican Hospital, the finance department constantly asked me to justify the ROI of my work. While I could show the ‘calculated’ value and reach of media coverage, I couldn’t quantify conversion rates.
Public Relations is about building relationships by creating awareness, trust and shaping brands. While these are invaluable components in the purchasing decision, they don’t easily fit on a line item of a spreadsheet.
The classic quote from John Wanamaker, U.S. department store merchant, remains true: “Half the money I spend on advertising is wasted, and the trouble is I don't know which half.”
Important things that can’t be measured are getting done
Independent journalists are reporting stories not shared by legacy media that change conversations, spark action and create change.
Neighbors are helping neighbors and strangers by standing up to invasions in their neighborhood.
Scientists and doctors are compiling and posting important research and information that is being deleted from official websites.
Every day, small, random acts of kindness positively impact individuals that can create a ripple effect.
How do you measure what matters?
What measures are you taking to ensure what matters gets done?
Measures of a Finale
525,600 minutes
525,000 moments so dear
525,600 minutes
How do you measure, measure a year?