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. 

Steelers Deliver BIG vs Browns

Most of the time, when we see no. 7 on the field for the Steelers, it is as a starting quarterback. This past Sunday, that was not the case. Coach Mike Tomlin listed Ben as active for the game Sunday versus conference foe, the Cleveland Browns. The reason Ben was not starting on Sunday was due to a left mid-foot sprain he sustained in the previous week in the Steelers week 10 victory over the Oakland Raiders. Roethlisbeger was sacked in the middle of the 3rd quarter and his foot was landed on by Raiders defensive end, Aldon Smith. 

The Steelers began the game with back-up quarterback Landry Jones. In just his second career start, Jones was 0-1 and facing a battered Cleveland defense at home, so the odds were somewhat in his favor. Jones' day however,  was cut short. On the opening drive for the Steelers, Jones delivered a throw near the endzone and a Browns defender pushed a lineman into Jones and stepped on his ankle. Jones couldn't put any pressure on that ankle, so that was when Mike Tomlin looked like a genius. 

If Ben had been listed inactive instead for the game due to his injury, he wouldn't have been able to play and backup Jones and the Steelers would've had to have played tight end Heath Miller at quarterback. Luckily Ben was active and played the entirety of the game. If Ben is healthy, that can only mean one thing. A good day for this man:

Antonio Brown is arguably the best receiver in the NFL when Ben Roethlisberger is under center. The chemistry and connection those two have is remarkable and it shows up in numbers. In games with Roethlisberger, Brown averages 10.4 catches per game averaging 153 yards. In games without

Ben, Brown is averaging a dismal four catches for 64 yards. It is Ben that stirs "AB's" pot and Ben was the spark that Steelers needed on Sunday. 

The game was tied at 3-3 with the Browns having the ball in the first quarter. That is until Ben found his favorite target. Last week versus the Raiders, Brown had franchise recording-setting day, hauling in 17 catches for 284 yards. 

This week, Brown followed it up with 10 catches for 173 yards a pair of touchdowns. 

Brown and Ben are hotter than any other duo in the league and have high potential if Ben stays healthy. Headed into the buy week, the Steelers will receive a much needed rest and prepare for a tough road test in week 12 versus the Seattle Seahawks. Go Steelers!