Navigating AMEC’s new framework for measurement

To align your work with the Barcelona Principles, you should get to know this interactive metrics protocol. It’s not the easiest interface, so here’s some help in getting started.

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(Author’s note: In the interest of transparency, I run a consulting organization that designs measurement programs so I could conceivably profit from helping people fill out the framework. I’ve also developed a different framework that I use in my work called the 6-Step System for Perfect Measurement.)

The hottest thing in measurement this month is AMEC’s new integrated evaluation framework, unveiled with great fanfare at AMEC’s International Summit in London.

It’s an interactive version of the original AMEC framework, intended to make it easier for clients to implement Barcelona Principles/standards-compliant measurement in their organizations.

It features multi-colored squares. Each one requires you to provide information about your organization’s campaign or program. The seven squares are:

When you click on each square it asks you questions such as, “What are the broad objectives of your organization?” and then, “What are your communications objectives?”

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