Measuring Relationship Performance Evalu8ing Configuring Evalu8ing to meet your specific needs October 2010               ...
Measuring multiple relationshipsEvalu8ing allows you to measure relationshipsacross multiple groups of people working toge...
One & two dimensional measurementEvalu8ing allows you to define the direction of the                                      ...
Multi-dimensional measurementWhere the performance of a group is dependent                                                ...
Marketing team & their agenciesA Marketing team working with a Creative                                                   ...
Multiple marketing teams & agenciesIn some organisations, marketing is                                                    ...
Marketing score card of the agenciesIn this case, a Marketing team is                                                     ...
Agency score card from their clientThe reverse of the “Marketing score card of                                            ...
Measuring agency disciplinesWithin agencies are a number of disciplines                                                   ...
Measuring local, regional & globalOften brand marketing teams and agencyteams will work across                            ...
For more information… Evalu8ing Pty Ltd Sydney +612 8399 0922 Melbourne +613 9682 6800 Hong Kong +852 3589 3095 Singapore ...
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How You Can Configure Evalu8ing To Suit Any Requirement

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Relationships within commercial situations are becoming more complex with more stakeholders and more relationships to align and manage to achieve collaboration. The Evalu8ing online system has the flexibility to be configured in a multitude of ways to suit your current requirements. Multiple groups can evaluate each other. Multiple groups can evaluate one focus group. Or one group can evaluate multiple groups. Plus all the combinations in between. It can be used within organisations and between organisations. With buyers and suppliers. Or teams collaborating on a project. The various configurations are explored in this presentation.

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How You Can Configure Evalu8ing To Suit Any Requirement

  1. 1. Measuring Relationship Performance Evalu8ing Configuring Evalu8ing to meet your specific needs October 2010 1Evalu8ing. Collaboration. Relationships. Performance.
  2. 2. Measuring multiple relationshipsEvalu8ing allows you to measure relationshipsacross multiple groups of people working together.This could be internally across the variousdepartments within your organisation.Or across the various service providers workingwith your organisation.Or across teams working in different marketsworking together on the same project or to thesame objectives.In any survey there is a maximum of 8 groups.There can be as many individuals in each groupas you need.You can map and define which relationships youwant to measure.Measuring all the relationships between 8 groupsequates to 28 relationships within one survey.Following we will demonstrate how to configureEvalu8ing to measure your relationships. 2Evalu8ing. Collaboration. Relationships. Performance.
  3. 3. One & two dimensional measurementEvalu8ing allows you to define the direction of the One Aevaluation and measurement.Fig A: This is a one directional or one dimensionalmeasurement, like a score card. In this exampleGroup One is evaluating Group Two.Fig B: This is a two directional or two dimensionalmeasurement, or a 180º assessment. In thisexample Group A is evaluating Group B andGroup B is evaluating Group A.One dimensional measurement is ideal insituations where:1. The performance of the target group (Two) isnot influenced or dependent on the performance ofthe assessed group (One).2. Where the target group (One) is simplyproviding feedback or the assessed group (Two)has requested feedback. Two BWhere two dimensional measures are undertakenthe criteria is common to both directions to create Fig A Fig B 3a level playing field for evaluation.Evalu8ing. Collaboration. Relationships. Performance.
  4. 4. Multi-dimensional measurementWhere the performance of a group is dependent Group 1on the performance of another group or thirdparty, a multidimensional measurementapproach is recommended.Evalu8ing allows you to measure theseinterdependent relationships to assess thecause and effect of performance on the overallrelationships. Group 2 Group 3Fig C: Group 1 is assessing all Groups in onedimension. The performance of Group 2 isinfluenced by Group 1, 3 & 5. The performanceof Group 3 is influenced by 1 & 5, etc.This system allows you to map the relationshipsthat influence overall performance and measurethe specific relationships to identify belowaverage performing relationships.These relationships can then be discussed andaddressed in the context of the overall impact to Group 4 Group 5performance, rather than in isolation. Fig C 4We will now explore common configurations.Evalu8ing. Collaboration. Relationships. Performance.
  5. 5. Marketing team & their agenciesA Marketing team working with a Creative MarketingAgency and a separate Media Agency wouldbe structured like this.There are 3 groups and therefore 3relationships being measured.It not only looks at how the marketing teamrelationship is performing with each agency,it also measures how the agencies work witheach other.Other agencies can be added to the mixincluding digital, public relations, salepromotion, channel planning, events and thelike.With one marketing team, up to sevenagencies can be included in the survey,(maximum of 8 groups).The two way evaluation of the Creative MediaMarketing team of the agencies andagencies of the Marketing team and each Fig D 5other makes this a 360º survey.Evalu8ing. Collaboration. Relationships. Performance.
  6. 6. Multiple marketing teams & agenciesIn some organisations, marketing is Brand 2segmented across lines of business.This example has 3 brand teams and3 agencies, making 6 groups in total and12 relationships being Brand 1 Brand 3measured.It measures the relationship between themarketing teams and each of the agencies.It also measures how each ofthe agencies work with each other.Other marketing teams or agencies can beadded to the mix, up a maximumof 8 groups. Agency C Agency AThe Evalu8ing system providestwo scores:1. Performance score: the score given bythe assessing group of the target group Agency B2. Collaboration score: overall score givenby all groups of the target group. Fig E 6Evalu8ing. Collaboration. Relationships. Performance.
  7. 7. Marketing score card of the agenciesIn this case, a Marketing team is Marketingworking with multiple agencies andwould like to measure each agency ontheir performance. Agency 2 Agency 3Normally this would require a survey foreach of the relationships.Evalu8ing allows you to measure up toseven relationships of this type in onesurvey. Agency 4 Agency 5It also allows the marketer tocompare agency scores against eachother directly against the same set ofcriteria.Both one and two dimensionalmeasures by the Marketing team of theagencies can be undertaken. Agency 6 Agency 7If individual agency results are not to beshared with the other agencies, Agency 8Evalu8ing can produce all results in Fig F 7individual outputs.Evalu8ing. Collaboration. Relationships. Performance.
  8. 8. Agency score card from their clientThe reverse of the “Marketing score card of Agencythe agency”, Evalu8ing can also be used byAgencies to obtain measures and scores oftheir performance from their marketingclients.This could be either a number of marketingdepartments or brand groups within oneclient organisation, or oneclient over a number of geographic markets, Marketing 2 Marketing 3or could be a number of different and non-competitive clients.Evalu8ing allows you to measure up toseven relationships of this type in onesurvey.It also allows the agency tocompare their scores from the variousmarketer groups against each other directlyagainst the same set of criteria. Marketing 4 Marketing 5Both one and two dimensional measures bythe agency and Marketing team of the Fig G 8agencies can be undertaken.Evalu8ing. Collaboration. Relationships. Performance.
  9. 9. Measuring agency disciplinesWithin agencies are a number of disciplines Marketingthat all contribute to the performance of theagency for the marketing client.This configuration measures theperformance of the relationships between themarketing team and the various client facingcontact points within the agency.Fig H: represents the traditional creative Acc Mgment Strategyagency, but could include any combination ofdisciplines, including media strategy, channelplanning, management, etc.This can be the ideal diagnostic tool forinternal agency relationships because itprovides a measure of the agency team inthe context of the Marketer feedback andscores.It would also help build a partnership workingrelationship by sharing the results and Production Creativeengaging the marketer in the solution. Fig H 9Evalu8ing. Collaboration. Relationships. Performance.
  10. 10. Measuring local, regional & globalOften brand marketing teams and agencyteams will work across Global Regionalgeographic markets and require ameasurement of the performance of theserelationships in delivering aligned and co-ordinated programs.Fig J: represents the relationships betweenthe Global brand team, their Regional officeand one or more Local Brand teams.Other local brand market teams or agenciescan be added to the mix, up a maximum of 8groups in any one survey.This configuration can be used to measurethe alignment between the teams to thebrand strategy or assess the level ofcollaboration between each of the groupsand markets.There are as many configurations for using Local 1 Local 2the Evalu8ing system as needs. For ideasand suggestions, simply ask. Fig J 10Evalu8ing. Collaboration. Relationships. Performance.
  11. 11. For more information… Evalu8ing Pty Ltd Sydney +612 8399 0922 Melbourne +613 9682 6800 Hong Kong +852 3589 3095 Singapore +65 6884 9149 people@evalu8ing.com www.evalu8ing.com 11Evalu8ing. Collaboration. Relationships. Performance.

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