Move beyond measuring activity. Start demonstrating impact.
When talking comms measurement I've heard a few comments along the lines of "outputs don’t matter" and "stop measuring outputs as only outcomes are relevant.”
My view is that it’s not either or outputs or outcomes. You need both. In fact you need outputs, outtakes and outcomes.
Outputs help you determine things like channel effectiveness and whether your content reached its intended audience. Outtakes help you understand how your message has landed and Outcomes what's changed. I agree outputs on their own are vanity metrics (AVE's anyone?) but that doesn't mean they should be disregarded or seen as less important they are all part of an interdependent chain.
AMEC Measurement and Evaluation's Integrated Evaluation framework is built on all three. If you haven’t seen it yet, it's worth a look. It takes you through a simple step by step guide to measuring the effectiveness of your work.
Measure what matters
Learn how to use inputs, activities, outputs, outtakes, outcomes and impact to understand whether your communications are working.
Whether you need to build measurement capability, develop a practical framework or strengthen your existing approach, we can help through training, tailored frameworks and coaching.
