Good, Solid Measurement: Outputs, Outtakes and Outcomes
OK. I admit it.
I am so far in the tank for Katie Delahaye Paine’s body of work that if you tried to extract me from the tank, it would ten Navy SEAL divers and week of hard work.
In addition to helping we communications professionals a) understand where we are, b) where we want to go, c) how to measure if when we get there, and d) how to correct and adjust as we go along, Katie’s teachings have helped me enormously to explain why measurement is important and why so many people are getting it wrong now.
Impressions – BAH!
Katie points out early in her book that good measurements include the following, based upon what you want to see at the end of a campaign:
- Outputs – Katie describes this as the relative number of opportunities to see generated media relations versus other marketing/communications tactics. it’s the relative cost per opportunity to see key messages and at also a public relations value ratio.
- Outtakes – This is the recent of awareness of preferences generated by public relations activities versus other marketing communications tactics (let the internal turf wars begin); and
- Outcomes: The percent changes in sales, market share generated by public relations vs. other tactics.
Now, not all of these are easily to explain, but I wont’ give away the whole book. In addition to writing it for my Georgetown students, this is designed to pimp the book, not replace it.
So for those of you who are new to measurement or fans of impressions, let’s hear your thinking on the three campaign outcome measurements above.