Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com1

"There are three kinds of lies: lies, damned lies, and statistics"Benjamin Disraeli, British Prime Minister

Jonathan PhillipsFounder, ClarityDW

Measuring for Insight

Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com3

Jonathan Phillips

Founder, ClarityDW• 15 years digital experience• Intranet, internet, social,

communication, collaboration• Advisor to HM Government• Co-Founder of intranetizen.com• Non-exec director

Digital Workplace Consultancy

Communication | Collaboration | Strategy

Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com4

Measure for insight

• Why do we bother measuring anything anyway?

• The 5 golden rules of measurement

Why do we measure anything?

Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com6

Why measure anything?

Performance

Establishing a benchmark, quantifying

an issue

ProgressLongitudinal study

One time Repeated commitment

Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com7

Measuring for insight

1. Translate objectives into defined information

indicators

2. Measure those indicators

3. Analyse

4. Take Action

1. All measures should directly

relate to a business objective

2. All measures must have targets

3. All measures must be

measureable

4. All measures need to be action

orientated. No space for FYIs

The Five Golden Rules of Measurement

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Never measure anything that individuals or small groups can unduly

influence

When you measure, you may gamify the system. Incentives can incentivise!

1

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Measure the change wherever possible – Outcomes not Outputs

Sale

Hot Prospects

Every possible suspect

Attend Training

Click-throughs

Users on intranet page

OutcomesOutputs

Identify the purpose of a page or feature and measure that purpose: think, feel, doIf you can’t measure the outcome, be 100% certain of the causal impact of the

outputs

2

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The ‘So What’ or ‘5 whys’ test?3

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minutes to go

Data and Information are not the same thing

18 Relax, this presentation will be over

soonInformationData + Context or Structure =

3

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Beware of Heisenberg

Be proportional in your investment in measurement and check for distortion

4

Time spent measuring the

intranet, deflects you from actually doing the things you should do to improve intranet

Adding code to measure the

page load, slows the page load

time down

‘Star ratings’ influence other people’s ratings and change their

behaviours

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Ensure that there is real clarity in each measure

Page Views ≠ Page Reads ≠ Action

5

Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com16

Your 5 Golden Rules for measurement

• Never measure anything that individuals or small groups can unduly influence

• Measure outcomes not outputs

• Always apply the ‘so what’ or ‘5 whys’ to test context and purpose

• Be aware of Heisenberg

• Ensure clarity of meaning so there is no ambiguity

Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com17

There isn’t a magic measurement formula to copy. Sadly.

Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com18

Thank you!

@DigitalJonathan | +44 75 40 83 85 93 | jon@claritydw.com