Breaking Down the Seven Steps to the Perfect Measurement Program Using the Scientific Method

In Chapter 3 of her book, Katie Payne broke down the seven steps to the perfect measurement program. Payne explained how these seven steps are basically the scientific method of measurement and analytics. These seven steps are found in some shape of form in every measurement program regardless of who the stakeholders are and what the metrics are, just like the steps of the scientific method are found in some shape or form in every experiment. The measurement steps reminded me of the scientific method while reading this little introduction, and then I realized that these measurement programs are experiments themselves. Below is a graphic displaying the scientific that I found online, and I will explain how measurement programs are just as methodical as scientific experiments.

The first two steps of the scientific method are to ask a question and research. These steps are very similar to the first three steps of the seven steps for measurement. When measuring, Paine tells us that we have to first define our goals, objectives, environment, our audiences, our role in influencing others and our investment. Defining all of these important terms before beginning measurement involves asking questions like "What is the 'I' in ROI?" or "Why are we launching this plan or pursuing this strategy?" After asking ourselves questions like these we have to do a tremendous amount of research to come up with useful data and information so we can start thinking about implementing the program. 

Before implementation though, there are a few more steps we have to consider. First we have to define our benchmarks. Essentially this is similar to the hypothesis phase of the scientific method. I say this because Paine suggests setting benchmark goals against two or three competitors in the categories of stretch goal, peer company and underdog. You can also set a benchmark to your own company's past performances. These benchmarks are your way of saying "I think my company can do this well by this time," which is our own measurement version of a hypothesis.

Paine's fifth and sixth steps of measurement are akin to the experimentation part of the scientific method. These steps include figuring out which metrics and key performance indicators (KPIs) you will use to measure, selecting the right measurement tools and collecting the data. Figuring out how you will define success is a huge part of step five, which includes deciding between output measures, outtake measures or outcome measures. Those words may seem very similar, but they are very different. Output refers to getting messages out to specific audience. Outtake refers to raising awareness for your brand. Outcome refers to getting people to do something like attend an event or download an app. Defining your KPIs is just like figuring out what kind of experiment you want to run, and step six is all about how you are going to record data while experimenting. Since there is no point in running an experiment if we aren't going to collect data, we have to make sure we are collecting data in efficient ways. This can include performing a content analysis or social/traditional media, primary research, or web analytics.

After you've completed this much work, it is time to analyze and report the results of your tests. The previous sentence is true for both the  scientific method and for the seven steps of measurement. Paine tells us that we need to examine the work we've done and constantly figure out how to make it better because measurement is s continuous improvement process. We are to make changes where we see fit, analyze the effects of those changes, make changes again, analyze again, etc. Finally, we need to report our results accurately and completely. Just like drug companies have to share information about possible side effects of new drugs, we have to share all the results of our measurement even if they are negative. I hope this helped clarify Paine's seven steps by relating them back to the scientific method that we all retained from learning in elementary school.