Smart measurement

SMART

SL County Health Dept

March 26, 2015

Sara Brueck Nichols

Introductions

• Who are you?

• Where are you from?

• What do you want out of class

today?

Expectations Gap

Reality?

Sara is the Director of Marketing Data Management at

Optum. She has spent 15 years working in digital

marketing for both B2B and B2C industries – including

technology, nonprofits, recruiting, motor sports and real

estate, with a specialization in marketing measurement

and data-driven marketing. Her career has focused on

measuring marketing’s impact on business, marketing

return on spend, customer satisfaction, website and

social marketing analysis and impact, and online-to-

offline conversion.

She was a founding board member of the Salt Lake

City chapter of the global Social Media Club

organization. Sara is also a part-time adjunct instructor

at the University of Utah’s Nonprofit Leadership

Academy, where she teaches courses on marketing

message development and marketing measurement.

She has a degree in Public Relations from Brigham

Young University and resides in South Jordan.

Or Reality?Sara has a full-time career, a husband and 3

small children. She spends mornings chasing

down lost reading logs, tying shoes and

trying to convince the little people that

breakfast is not optional.

She spends days on the phone managing

complex data migrations, analyzing

marketing data and managing a to do list that

never seems to shrink. She spends evenings

managing homework, homemade meals and

homegrown disasters, which usually involve

trying to keep the toddler from breaking his

neck with his “have stool, will travel”

philosophy.

She spends rare alone moments locked in

the bathroom with the Harvard Business

Review and escapist novels, and she runs to

burn off the crazy.

SMART

• SMART Goals

• SMART Measurement

• SMART Action

• SMART Outcomes

No fancy measurement system will demonstrate results

if programs and activities are not designed to produce

them. Measurement drives strategy, not the other

way around.

Through this frame, you use measurement to define

success in precise, measurable terms in the formative

phases of their work and to develop a clear and shared

vision of your destination.

Your definition of success guides all strategic decision-

making, helps you make smart program investments

and divestments, and states from the get-go how you

will measure and communicate progress.

Specific

What is the desired

result?

Your Turn

• How does this goal become specific?

Improve health Lose weightImprove health

Improve access to public health programs

Measureable

How do you measure

progress?

How do you

quantify

completion?

Your Turn

• How does this goal become measurable?

Lose weight Lose 15 poundsLose weight


Actionable

Is there a clear

pathway?

Your Turn

• How does this goal become actionable?

Lose 15 pounds Lose 15 pounds by exercising 7 days a week

Lose 15 pounds


Realistic

Is it challenging, yet attainable?

Your Turn

• How does this goal become realistic?

Lose 15 pounds by exercising 7 days a week




Time-Based

Your Turn

• How does this goal become time-based?


Lose 15 pounds by exercising 3 days a week by July ‘15



SMART = Measurable Action

• Clear path forward

• Clear way to measure

• Clarity around immediate and long-term

next steps

• Easy to continue to build on

Improve health Lose 15 pounds by exercising 3 days a week by July ‘15

Application:30 minutes

What you measure,

you manage

what you manage,

you achieve.

What you measure, you achieve.

Determining Measurement

• Is it credible?

• Is it feasible?

• Is it valuable?

Single, well-defined

objective (SMART Goal)

Benchmark

Keep it short

Design for easy measurement &

analysis; make it clear

the right question

1 thing per question

Avoid bias

Order & logic matter

Test. Set expectations.

Ask the right

people

Be strategic

Answer types

• Multiple choice, single answer (radio button)

When designing a survey, don’t forget to:

o Test it

o Use always and never as answer options

o Give more than 5 answers

• Multiple answer, multiple answer (check box)

When designing a survey, you should (check all that

apply):

Set expectations up front

Ask more than one thing per question for efficiency

Avoid biasing the response

Ask the questions in random order

Answer types

• Likert (numeric)

On a scale of 1 to 5 (1 = complex; 5 = simple), how

easy is designing a survey for you?

1 2 3 4 5

• Likert (labels)

Open-ended questions should be used:

Rarely Sometimes Almost Always

• Free-text, open-ended

What one thing would make it easier for you to design a

survey?

Evaluate

• How many times did you visit a doctor in 2014?


– 1 time

– 2 times

– 3 times


– None

– 1-2 times

– 3-5 times

– More than 5 times

Evaluate

• Please tell us about your experience today:

Please rate your experience today:

Strongly

Disagree Disagree Neutral Agree Strongly Agree

I was addressed promptly today

I was treated with respect

It was easy to accomplish what I

came to do

I am satisfied with my experience

Evaluate

• The internship program was well-run and should

be continued

– True

– False

• Using a scale of 1 to 5 (1=poor and 5=excellent),

please rate your internship experience:

1 2 3 4 5

Evaluate

• Please select your annual household income:

– $0 to $25,000

– $25,000 to $50,000

– $50,000 to $75,000

– $75,000 or more

• Please select your annual household income:

– $0 to $24,999

– $25,000 to $49,999

– $50,000 to $74,999

– $75,000 or more

Touchpoints: Audience

Action

• Measurement need

• SMART Goal

• Evaluate:

– Credible?

– Feasible?

– Valuable?

• Audience

• Design

• Execution

Application: 30 minutes

SMART Action

• Follow up: Share, tie actions to inputs, be

transparent

• Act on input: Let measurement data guide

you as you to refine your goal, chart your

next course of action and move forward

Sara Brueck Nichols

http://linkedin.com/in/arabruecknichols

What actions do you need

to take to act on your

measurement plan &

results?

Short term (0-60 days)

Mid term (2-6 months)

Long term (6-18 months)