We're asked all the time how to measure campaigns and there a trillion zillion ways of doing this. Okay, maybe just a few hundred. But this is a very useful model to measure how effective your campaign is.

By defining clear measurements up-front you can ensure that campaigns, programmes and initiatives produce results that have a measurable impact on how your employees think, feel and behave.

Our brilliantly smart friend Bill Quirke from Synopsis Consulting in the UK cracked this very clever matrix that defines four levels of measurement. Before you begin your campaign agree your required outcomes and how you'll measure, then once your campaign has run measure your actual outcomes and assign yourself a rating.