Measuring social when every market reports differently
Measuring social when every market reports differently
Twelve dashboards, twelve definitions of engagement and no way to compare any of them.
Twelve dashboards, twelve definitions of engagement and no way to compare any of them.
[Author name]
Insights Lead
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6 min
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A monthly review wall. Every market’s numbers on the same scale, finally comparable at a glance.
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Twelve definitions of success
One scale for every market
From reporting to deciding
In short
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The monthly report arrives as twelve decks. France counts saves as engagement, Germany doesn’t. Spain reports reach, the Nordics report impressions. Everyone hit their target, and nobody can say which market is actually working.
The monthly report arrives as twelve decks. France counts saves as engagement, Germany doesn’t. Spain reports reach, the Nordics report impressions. Everyone hit their target, and nobody can say which market is actually working.
The data isn’t wrong. It just isn’t shared. Each market built its own measurement in good faith, and the result is a report that can’t answer the only question leadership asks.
The data isn’t wrong. It just isn’t shared. Each market built its own measurement in good faith, and the result is a report that can’t answer the only question leadership asks.
Twelve definitions of success
Twelve definitions of success
Twelve definitions of success
When markets define their own metrics, they define them in ways they can hit. It isn’t cynical. It’s what happens when there is no shared standard and every team has to show progress at the end of the month.
When markets define their own metrics, they define them in ways they can hit. It isn’t cynical. It’s what happens when there is no shared standard and every team has to show progress at the end of the month.
If two markets can’t be compared, neither can be improved.
If two markets can’t be compared, neither can be improved.
From the Intelligence Engine brief
If two markets can’t be compared, neither can be improved.
From the Intelligence Engine brief
One scale for every market
One scale for every market
One scale for every market
The fix is a small set of shared definitions, applied the same way everywhere. Fewer metrics, measured identically, beat a long list measured twelve ways. Local nuance still matters; it sits on top of the shared scale, not instead of it.
The fix is a small set of shared definitions, applied the same way everywhere. Fewer metrics, measured identically, beat a long list measured twelve ways. Local nuance still matters; it sits on top of the shared scale, not instead of it.
The same post, measured the same way in every market. Differences now mean something.
The same post, measured the same way in every market. Differences now mean something.
From reporting to deciding
From reporting to deciding
From reporting to deciding
Once numbers line up, the conversation changes. Instead of defending their decks, markets compare what worked and copy it. Budget follows evidence, and the report becomes the start of next month’s plan rather than the end of this one.
Once numbers line up, the conversation changes. Instead of defending their decks, markets compare what worked and copy it. Budget follows evidence, and the report becomes the start of next month’s plan rather than the end of this one.
In short
01
Local metrics are built to be hit, not compared.
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A few shared definitions beat a long list.
03
Comparable numbers turn reports into decisions.
In short
01
Local metrics are built to be hit, not compared.
02
A few shared definitions beat a long list.
03
Comparable numbers turn reports into decisions.
Operating models
Essay
Essay
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8 min
8 min
Why local teams rebuild what HQ already made
Read article
→
Governance
Field note
Field note
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5 min
5 min
The Golden Triangle: a better test for every social decision
Read article
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Localisation
Essay
Essay
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6 min
6 min
One production, every market: the economics of localisation
Read article
→
Let’s talk
Let’s talk
Let’s talk about your structure specifically.
Let’s talk about your structure specifically.
Thirty minutes with a strategist. We look at your structure, not a slide deck.
Thirty minutes with a strategist. We look at your structure, not a slide deck.