Shel Holtz recently commented that this blog wasn't updated nearly often enough and he's right. But one of the reasons I don't get to blog as much as I like is that I'm too busy fielding calls from all the new people who have gotten measurement religion in the last year. Our business has more than doubled in size in the last year, to a large extent a result of more agencies and organizations realizing that measurement is a necessary component to good management.
Andy Lark's recent rant about why agencies don't measure is also only party correct. Yes, the Holmes report survey was particularly depressing, since it makes it clear that agencies are still not enthusiastic about measurement. But there are a few bright lights. Kaplow Communications in New York has standardized on a dashboard measurement system for the agencies. Each client and each program is tailored to the specific needs of the client contact, but the overall metrics for the agency remain constant. More importantly, they use the data not to just justify their existence, but to make better decisions. Chicago's TechImage is another agency that is embracing measurement -- by impartial outside eyes --as a core component of its programs. So Andy and Shel, Yes, there is a measurement Santa Claus. He just hasn't gotten around to very many houses yet.