When asked which area of team training they planned to focus on most this year in Ragan’s 2023 Communications Benchmark Report, a whopping 65% of comms pros said they will spend the most time shoring their team up on measurement and data analysis.
This makes sense — communicators with analytic acumen are better than able to speak strategically about their work and its results, exhibiting a level of business fluency that can lead to bigger budgets and protect the future of the comms function.
To this end, Ragan offers regular measurement training, like last fall’s measurement certificate course for communicators. During the second module on implementation, Paine Publishing CEO Katie Delahaye Paine shared her tactics for designing scorecards around something she calls the “kick butt index”. Here’s what we learned.
Different metrics make sense for each step in your journey.
In a necessary reminder that not all metrics make sense all the time, Paine reminded us that different steps along the road of the same campaign will have distinct metrics. She provided a cheat sheet that breaks down what to measure when:
You can quantify multiple goals in a single project with a score.