‘Building a Culture of Measurement’ is a thought provoking piece of research, published by Webtrends and Web Analytics Demystified. Does your organisation foster a culture of measurement, or is it undermined by an organisational paradigm that is not equipped for data analysis?

It is an important consideration; if there is truth in the notion that data helps in the understanding of our customers it would make our interactions more meaningful. When working with any organisation on, for example a social media content strategy, I want to understand the target market. What do these people want to read about? Where are they interacting online? Gut instinct doesn’t always suffice.

As this research asserts; “By using analytics and measurement technologies that span web channels, social media platforms and distributed applications, companies can elevate the dialogues they have with their customers”.

An interesting argument that this piece does explore is that of infinite measurability. As measurement and data analysis methods have developed, the misconception that analysis provides invaluable insights was born.

Whilst I would argue that data analysis is useful in creating insight, it is nonetheless an intuitive organisation that turns this data into valuable, actionable insight. We have probably all seen an organisation that can quantify every aspect of their business – but what does it mean, and how is it used?

This paper does not underestimate the importance of aligning these measurement tools with broader, strategic and operational business goals. The process of ensuring that these tools actually deliver a way in which to track progress towards goals is, in this paper, termed ‘The Waterfall Strategy’. I like this analogy; it highlights the need for this insight to ‘flow’ through the organisation.

Whilst there are many scientific models of effective data analysis process, it is fair to say that one size most certainly does not fit all. Despite the fact that the digital marketing age has given rise to the prevalence of data analysis, an ineffective process of data analysis may as well be non-existent.

Can your organisation build a culture of measurement? Do you have the correct processes, strategies and technologies in place to nurture this type of culture? As postulated by the author of this paper, if you understand where the company currently stands, you are much better positioned to reach the desired outcome.