Measurement is the best improvement tool.

Whenever we do work, it is always important to see if the work is improving or not. Improvement can only be done if there is a baseline in terms of measurement. In the current world of digital, improvement means that we have a set of KPIs that we are tracking and over time want to improve.

It is a liberating exercise once we start looking at measurement not as a way to measure the effort, but as a foundation for improvement (an enabler of sorts).

It is only with this view around measurement can we start getting better and better in our craft.

Campaigns need to be easily measurable. Social media efforts need to be measurable. How we approach content needs to be measurable as this will allow us to have a base that we can then improve on.

Perspective to improvement is everything, and the more we look at measurement as an enabler of improvement, the better we will be at working towards greatness in our crafts and endeavors.