Measure the Effectiveness of the Solution
Plan how to measure success from the start with specific, quantitative metrics; after implementation, share progress and use feedback to refine the solution continuously.
THE IDEA
Step 8. Measure the Effectiveness of the Solution
Even though measuring the effectiveness of the content–marketing solution that’s been implemented is the last step, you should have been thinking about it from the beginning, when defining the solution. Be as clear and specific as possible about how success will be measured, so that you’re measuring what really matters. Don’t just say that an increase in website traffic, for example, will be considered a success and a decrease in it won’t be. Instead, provide specific percentages.
After implementation, share the progress of the metrics with your team, your manager, and any other leader who should know about it. Tell them when the results will be in and deliver the information when it’s available. Review the metrics alongside customer feedback and team observations. Compare the results with your targets and examine possible reasons for any difference. Use that evidence to decide whether to retain, revise, or stop the approach.
When to use it
Evaluating the impact of a new content marketing strategy on lead generation.
Assessing the effectiveness of a redesigned website user interface.
Measuring the success of a customer service training program through satisfaction scores and resolution times.
Testing pricing changes and monitoring conversion rates and customer churn.
FROM THEORY TO EVERYDAY LIFE
In practice
Marketing Campaign
Define success as a 10% relative increase in conversion rate within three months. After launching, track the rate weekly and survey customers for feedback. If it drops, investigate the cause before choosing changes to targeting or messaging.
Product Launch
Set a target of 500 active users and a net promoter score above 40 within six months. Share dashboard metrics with stakeholders monthly. If user engagement is low, iterate on onboarding features.
A MOMENT TO REFLECT
Put it to work.
What specific quantitative metrics could you use to measure the success of your current project?
How can you establish a feedback loop to refine your solution after implementation?
When sharing progress with stakeholders, what information is most critical to communicate?
Often confused with
CONTINUE THE CONVERSATION
Source texts
- Thinking in Systems and Mental Models Think Like a Super Thinker (Dawson, Marcus P)