Development of a new AMEC Measurement Maturity Model which will allow organisations to plot their measurement journey against the guidelines of the Barcelona Principles, and other important data, was announced at the 2016 Summit.
Chris Foster, Worldwide Executive Vice President at Burson-Marsteller and AMEC Director, reported that the Measurement Maturity Model was being developed for AMEC by Burson-Marsteller. Foster and a small working group from AMEC worked with Ipsos Worldwide on Phase One of the research effort.
Foster also reported, that through the Ipsos Global Advisor, the team conducted a 9,000 person poll spanning nine markets in Europe, Latin America, United Arab Emirates and Asia Pacific.
Already the team had identified barriers to better measurement including cost; not being a part of the organisation’s planning process; leadership does not recognise the value and leadership does not recognise communications impact on objectives.
Phase 1 of a three-phase effort was to identify baseline awareness levels, organizational maturity and barriers. Phase 2 will focus on more qualitative insights including personal interviews in the nine markets. The final phase will be the development of the Maturity Model framework. He anticipated the Model would be completed by the end of the year.
Chris Foster will convene a small working group of AMEC members and partners to support the ongoing effort.