Measure What Matters Chapter 7

Chapter seven of the book, "Measure What Matters" deals with measuring the impact of events. In social media today, events have become "redefined" according to the book on page 107. 

"'Events' is a term that can now refer to an online fund-raiser or an in-person Twestival organized via Twitter."

As we always seem to point out, there are a multitude of ways that social media has enhanced the marketing world and industry as a whole. When we see how much the social media platform changes things that were capable before, but are easier and quicker now, it is changing the opinions of consumers to use social media and that it is more than just a way for teens to retweet their favorite memes. 

The best part of the chapter in my opinion was the 7 steps process. I like these steps the book lists for the reader because it provides order and strategy. The seven steps in the book to measure sponsorships and events are:

1. Define Your Objectives

2. Determine Your Measurable Criteria of Success

3. Decide Upon Your Benchmarks

4. Select a Measurement Tool 

5. Define Specific Metrics 

6. Choose a Measurement tool

7. Analyze Your Results and Use them to be more effective 

The last step was the one that caught my attention and Dr. Agozzino alluded to it in class last week. The measuring process is not over. The process is never over, because we must constantly be updating, remodeling and improving our content and tactics if we want to thrive.