i want you t explain this info (MEASUREMENT PLANNING
IF YOU CAN’T MEASURE IT,
Measurement planning is about defining exactly what a successful outcome looks like for the
business, and building a framework to identify, track and optimize key metrics

*Copyright Maven Analytics, LLC

CASE STUDY: MEASUREMENT PLANNING
THE

SITUATION

You’ve just landed a job as the first Business Intelligence Analyst working in the
call center for Maven Muscles, a nationwide gym that helps people get in
shape. The call center handles new signups and customer service.

THE

Your first assignment is to build a detailed measurement plan for the VP who
runs the call center. She reports to the COO and indirectly to the CEO, and
oversees 5 Managers who each lead a team of call center reps.

ASSIGNMENT

THE

OBJECTIVES

1.

Consider the goals of the business and needs of your stakeholders

2.

Identify and prioritize Key Performance Indicators and supporting metrics

3.

Make your plan to gather the data and address any gaps

*Copyright Maven Analytics, LLC

MEASUREMENT ROADMAP

One of the most common pitfalls for Analysts is jumping into the data too quickly; before you start
thinking like an analyst, think like a business owner first!
Key questions to ask:
•

What are the key business goals and objectives?

•

Where does this analysis fit into the overall business?

•

What are the most important questions that stakeholders need answers to?

•

What types of actions do you want them to take after seeing your analysis?

PRO TIP: Remember that you
don’t get paid to analyze data; you
get paid to drive outcomes!

*Copyright Maven Analytics, LLC

STEP 1: THINK BUSINESS FIRST
1

What are the high-level goals of the Maven Muscles business?

2

How does the call center support those business goals?

3

What are the most important goals for the call center?

4

What questions should you try to answer for call center leadership?

5

What actions can you imagine leadership taking based on your data?

*Copyright Maven Analytics, LLC

STEP 1: THINK BUSINESS FIRST
1

What are the high-level goals of the Maven Muscles business?
•

2

How does the call center support those business goals?
•

3

Sign up new customers, keep existing customers subscribed and happy

What questions should you try to answer for call center leadership?
•

5

Help customers sign up, reduce customer churn, identify and resolve issues quickly

What are the most important goals for the call center?
•

4

Revenue, profit, high customer retention, customer satisfaction

Signups going up/down? Answering calls quickly? Are we staffed right? Are customers satisfied or churning?

What actions can you imagine leadership taking based on your data?
•

Changing schedules to match call demand. Incentivizing employees based on performance. Identifying problems.

*Copyright Maven Analytics, LLC

MEASUREMENT ROADMAP

After thinking about the business impact, focus on the key stakeholders next; who are they, what do they
need, and how will your analysis support them?
Key questions to ask:
•

Who is the primary audience you are designing the measurement plan for?

•

What are their goals and incentives? What do they care most about?

•

Are there multiple stakeholders who will be impacted by your analysis?

•

What type of information would inspire them to take action?

PRO TIP: It’s OK to ask! Do some
thinking on your own, then run your
ideas by stakeholders to make sure
you’re on the right track

*Copyright Maven Analytics, LLC

STEP 2: KNOW YOUR AUDIENCE
1

What is your primary stakeholder most interested in? What are her goals?

2

What information should you provide to help her do her job well?

3

What are the COO and CEO most interested in?

4

What are the call center Managers most interested in?

5

What information do Managers need to make their teams more effective?

*Copyright Maven Analytics, LLC

STEP 2: KNOW YOUR AUDIENCE
1

What is your primary stakeholder most interested in? What are her goals?
•

2

What information should you provide to help her do her job well?
•

3

Revenue, Profit, High Customer Retention, Customer Satisfaction

What are the call center Managers most interested in?
•

5

Help her monitor the metrics above (trends), highlight areas where she can make impactful changes

What are the COO and CEO most interested in?
•

4

Signups, Close Rates, Customer Retention, Customer Satisfaction, Call Center Efficiency, etc.

Hitting their signup and customer satisfaction goals, improving their team

What information do Managers need to make their teams more effective?
•

Help them see individual-level performance and highlight any opportunities for improvement

*Copyright Maven Analytics, LLC

MEASUREMENT ROADMAP

Once you understand the business impact and stakeholder needs, you’re ready to start identifying Key
Performance Indicators (KPIs) and supporting metrics
Key questions to ask:
•

Which business goals have you already identified?

•

For each goal, which metrics can be used to accurately measure it?

•

Which of those are most important for your stakeholders?

•

Thinking one level deeper, what other supporting metrics might help you
optimize or make decisions to improve your KPIs?

PRO TIP: Feeling analysis paralysis?
Brainstorm a list of metrics, then prioritize
and focus on the top few items

*Copyright Maven Analytics, LLC
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