David Vance - Measurement Demystified Field Guide

This book is designed to help L&D professionals advance their skills in an area where many fear to tread: measurement. It focuses on applying the Talent Development Reporting principles (TDRp) so L&D can bridge the communication gap that exists when explaining the true value and impact of development efforts to business leaders. If Measurement Demystified explains what the principles are and why they are important, the Measurement Demystified Field Guide explains how to use them. This is where practical insights are delivered and skill-building occurs. As a soup-to-nuts guide, professionals will likely need a second, unused copy to share with colleagues.

John R. Mattox, Sr. Principal, Sales Engineer, TalentNeuron, Gartner

Peggy and Dave have hit the mark, yet again. Their new book, Measurement Demystified Field Guide offers thought-provoking and actionable exercises that will move any readers measurement practice forward.

Patti P. Phillips, CEO, ROI Institute

Measurement Demystified Field Guide aims to help increase your organizations capability and capacity to improve its overall performance. Think of it as a coachit uses templates and reflective exercises to break down processes into simple and doable chunks of work to help you build and expand your measurement muscle and expertise.

Kimo Kippen, Founder, Aloha Learning Advisors; Former CLO, Hilton

My copy of Measurement Demystified Field Guide is already dog-eared and shopworn on my desk. It offers clear case studies, suggestions and opportunities to reflect on the practices that will help make L&D a greater contributor to business success.

Cushing Anderson, Vice President for IT Education and Skills Research, IDC

2022 ASTD DBA the Association for Talent Development (ATD)

All rights reserved. Printed in the United States of America.

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Library of Congress Control Number: 2021948346

ISBN-10: 1-952157-68-4

ISBN-13: 978-1-952157-68-4

e-ISBN: 978-1-952157-69-1

ATD Press Editorial Staff

Director: Sarah Halgas

Manager: Melissa Jones

Content Manager, Learning & Development: Eliza Blanchard

Developmental Editor: Kathryn Stafford

Production Editor: Hannah Sternberg

Text Design: Shirley E.M. Raybuck

Cover Design: Rose Richey

Printed by Color House Graphics, Grand Rapids, MI

T O THOSE IN OUR FIELD WHO USE MEASUREMENT, ANALYTICS, AND REPORTING ON A DAILY BASIS TO DELIVER GREATER ORGANIZATIONAL VALUE AND MAKE A DIFFERENCE IN PEOPLES LIVES.

Measurement Demystified Field Guide, as well as Measurement Demystified and the entire Talent Development Reporting principles effort, would not have been possible without the support and encouragement of many people.

First, we would like to thank Kent Barnett and Tamar Elkeles for launching the effort in 2010 and inviting their authors to be a part of the group to craft the principles. Kent is due additional recognition for funding the research phase from 20102012. We also thank the 28 members of the advisory group who provided direction and feedback over the two-year period. Their names are listed below along with their 2012 organizational affiliation.

Second, we would like to thank our partners who have supported the Center for Talent Reporting and our work developing standards and best practices for measurement and reporting. The list includes many outstanding organizations, and it has been our pleasure to work closely with them: ADP, Argyle Analytics, Aventus, Bellevue Universitys Human Capital Lab, Caveo Learning, CEB, Cigna, DDI, Explorance, First Data, Knowledge Advisors, McBassi & Company, Motorola, Oracle, Proctor & Gamble, Skyline Group, and Tata Interactive Systems.

Special recognition is due to several organizations that have supported us every year since CTR was founded in 2012: Bellevue Universitys Human Capital Lab, Caveo Learning, Knowledge Advisors, CEB, Explorance, ROI Institute, and Skillsoft.

We are truly appreciative of the support from all these great organizations.

Third, we want to thank all the CTR members, including CTR board members, over the last nine years for their support. We also gratefully acknowledge the feedback and suggestions from those who attended our workshops and conferences. Your questions and comments helped us continually refine and improve the TDRp model.

Fourth, we thank the organizations that have invited us to speak, conduct workshops, and contribute articles. We are grateful for these opportunities to share our thinking and receive feedback.

We also thank all those who helped us publish both the book and the companion field guide. In particular, we thank Patti and Jack Phillips and Gary Whitney for their feedback on the book and the staff at ATD for making both books possible, especially Eliza Blanchard, Melissa Jones, Kathryn Stafford, and Kay Hechler.

Last, but certainly not least, we are most grateful to our families for their support throughout the entire TDRp journey and in particular for their encouragement in capturing our thoughts in these two books.