Site Corner: How Do You Approach Measurement?

By Allison Summers, Executive Director, Site International Foundation

Measurement is something we consistently discuss but what do we really do in practice and what exactly are we measuring?  The Site international Foundation released its most recent survey, Focus on Measurement.  This research highlights some of the ways professionals in our business approach the topic of measurement.  There are several very clear opportunities for both providers and users of motivational events. 

• First is that there is demand for providers to add value to clients in helping them measure the ROI/ROO of their events.  Similarly, users who are not providing measurements to prove the value of programs to management are missing an important step in the implementation process of events.
•  There is a large amount of prior research indicating that the effects of motivational events tend to accrue after the event.  Given that fact, measuring the long-range impact is clearly an area where value can be added by creating good follow up measures.

Unfortunately, the majority of respondents report they currently measure less than 50% of their programs.  The survey also shows that while financial objectives are important and are being tracked, adherence to budget is less important.  Another interesting point is that post-program results, while ranked important, are not being extensively watched.  A great deal of research shows that the benefits of tangible incentives are stronger over time.  With fewer than 50% of participants tracking post-program information we see an area where measurement should occur — and that creates a clear opportunity for providers and users alike. 

The full report and related information are available at http://siteglobal.com. The survey was supervised by Scott A. Jeffrey, Ph.D., Monmouth University and Marion Joppe, Ph.D., University of Guelph.

The Site International Foundation has also launched the Site Index Annual Survey.  To participate in these research studies please go to http://siteindex.monmouth.edu.