Metrics that Matter
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The document summarizes a presentation on metrics that matter for managing teams and agencies. It recommends focusing on leading indicators like activity, output, and results. Activity measures work done like hours spent and emails sent. Output tracks if activity is creating desired results like outreach responses. Results measures business metrics like revenue and problems encountered. Catching issues early by monitoring these leading metrics allows time to course correct before significant problems arise. Soft metrics like customer satisfaction also provide important feedback.
Metrics that Matter
- 1. London | 20–24 Feb, 2012 | #seslondon Metrics that Matter Will Critchlow Distilled @willcritchlow
- 2. I’m focusing on managing teams or agencies Picture: http://www.flickr.com/photos/zilpho/2964153404/
- 3. Who’s been bawled out for not getting enough links? Picture: http://www.flickr.com/photos/localjapantimes/4765784173/
- 4. Saying “just do it better” isn’t very helpful Picture: http://www.flickr.com/photos/huf/3979644185/
- 5. Step 1: have a plan Picture: http://www.flickr.com/photos/topekalibrary/3513847230/
- 6. Side-note – get it signed off Picture: http://www.flickr.com/photos/speakingoffaith/3514709815/
- 7. Watch how fast the sausages come out, sure Picture: http://www.flickr.com/photos/somisguided/3396167043/
- 8. But when stuff goes wrong(*) (*) and stuff will go wrong Picture: http://www.flickr.com/photos/db0yd13/3085020258/
- 9. Realise that the metrics that matter are INPUTS(*) (*) or the plan was a rubbish Picture: http://www.flickr.com/photos/somisguided/3396167043/
- 10. i.e. If the sausages aren’t coming out fast enough, it’s this guy’s fault Picture: http://www.flickr.com/photos/somisguided/3396167043/
- 11. Here’s how I structure reporting: • Activity • Output • Results
- 12. Activity What have you done? Picture: http://www.flickr.com/photos/soldiersmediacenter/6214677360/
- 13. Examples: hours spent, emails sent (I like toggl.com)
- 14. Output How’s the plan going? Picture: http://www.flickr.com/photos/topekalibrary/3513847230/
- 15. Is all the activity creating the desired outputs? (This is actual outreach data from an email from our head of outreach) Total Hours Spent As Team: 24.75 Total Sites Reached Out to: 63 Total Responses: 36 Response Rate: 57% Number of Successes: 18 Rate of Success: 50%
- 16. Results How much money have we made? Picture: http://www.flickr.com/photos/59937401@N07/5929622407/
- 17. Get as close to the money as you can (that’s really the others’ presentations) Unique Source/Medium Revenue Visitors google / organic 13,279 $42,910.90 (direct) / (none) 9,487 $18,149.00
- 18. Oh, and show what’s holding you up (excerpt from a real email from a PR company we worked with) Note: WC provided additional editorial content for BBC online feature – chasing next steps from journalist Action: Metro interview to be re-scheduled ASAP – LG continuing to liaise with journalist Note: WC provided content for first Bnet feature Action: WC to provide summary paragraph for end / LG to forward to journalist – ASAP
- 19. Discovering problems (normally): • Results • Output • Activity
- 20. Fixing problems (always): • Results • Output • Activity
- 21. You can know things are going wrong well before you’re sliding along on your arse Picture: http://www.flickr.com/photos/edwardk662/3875428370/
- 22. Focus on leading indicators of success (or failure) Picture: http://en.techorange.com/wp-content/uploads/2011/11/Picture-4-425x313.png
- 24. Soft metrics: “Do people like it?” Picture: http://www.flickr.com/photos/pasukaru76/4892378102/in/photostream/
- 25. Summary – these are the metrics that matter (IMO): • Activity • Output • Results