Last week was AMEC’s International Measurement Week, and to honor it, we reached out to some of the top measurement experts to get their take on measurement dos and don’ts, common mistakes, and how they found themselves a member of the Measurati. We got such an enthusiastic response that we’re extending our celebration to include all their answers. We’ll be running their answers all this week, and be sure to check out our latest newsletter for measurement insights from 11 other experts in the field.
Let’s hear from today’s featured expert, Katie Paine, measurement queen and CEO of Paine Publishing. She has founded two measurement companies and is the author of three books about measurement. Her latest book, Measuring the Networked Nonprofit, Using Data to Change the World,won the 2013 Terry McAdam book award.
What is your “measurement moment,” the time you knew your career was becoming measurement-focused?
1,698 Measurement Weeks ago, I did my first research project for Fujitsu Semiconductor. I was 29, an Asian Studies major working in Silicon Valley. I knew nothing about semiconductors, but had to make a key decision about where to spend the budget. I did a cost per lead and cost per impression analysis of competing semiconductor trade magazines, relative to the media coverage they’d given us and the competition.
As a result, I was able to carve $100,000 out of my and put it to better use. My first benchmarking project followed shortly – I interviewed 20 of my peers in Silicon Valley to find out how much of their budget they typically spent on a product launch. – That got me a $3 million advertising and marketing budget for the following year. I quickly learned that for an ex-journalist Asian History Major working for engineers in Silicon Valley, nothing impressed like data and charts and graphs
What is your proudest measurement moment?
Getting the Social Media Measurement Standards written, approved and published in 18 months
What is your most important piece of measurement advice?
Data without insight is just trivia, make sure your measurement report connects the dots, don’t just throw data over the cubicle wall.
What’s the most common measurement mistake you encounter?
Not tying results back to business goals (also known as confusing outputs and outcomes).
Tell us a breakthrough story, in which you took your client from metrics to KPIs.
In the last few years I’ve taken a tourism destination, a major pharma company, an international non-profit, and a bank from AVE hell to integrated outcome metrics that tie their communications activities directly to business goals. And, as it happens, the tourism destination has used the metrics I created for them to mitigate disasters, save a ton of advertising dollars that were being wasted, and show the direct correlation between PR efforts and intent to visit.
What do you see as measurement’s biggest challenge ahead?
Lack of insight, or to put it another way, we need to integrate all the various types of “big data” with the little data such as what was the program, the post, the video that caused that big data to change.
Bonus question: You just won the lottery. What’s your dream job?
Writing the great American novel from my farm in Durham, New Hampshire.