Chief Learning Officer - April 2008 - (Page 42) alignment of your learning to the right audience and its consumption of that learning. The LMS also is great at capturing learning marketing data and the transactions that equate to conversions. Unfortunately, this is usually where the LMS stops. Although it is wonderfully data rich, at the same time it often is very weak at reporting on the data it collects and stores. In most cases, you are left to fumble with inadequate tools and the complicated LMS data model to pull out the information you need to track the success of your learning marketing initiatives. Fortunately, there are turnkey learning dashboard and reporting “overlay” solutions designed for ondemand presentation of metrics from aggregated LMS data and related sources. Until recently, organizations lacked the time and vision necessary to move past LMS system shortcomings and adopt these tools. But now, the need to show stakeholders the value of learning’s contribution as an enabler to success is giving learning managers new reasons to break through the LMS reporting barrier. Historical measurement models such as Kirkpatrick’s four levels of evaluation and Jack Phillip’s ROI methodology don’t attempt to measure learning marketing or its effect. However, in his new work, The Training Measurement Book, Josh Bersin, principal and founder of Bersin & Associates, offers a new impact measurement framework that takes a broader view and looks to measure learning as a process, one that includes marketing and targeting of learning to the right audience. Bersin’s framework includes nine measurement areas, including adoption and utility, as measures that can drive impact. He defines adoption as how well an organization targets and markets its learning to the right audience, as well as its usefulness. Utility, similar to job impact from the Kirkpatrick model, is the learner’s and the manager’s perception of the on-thejob value of learning. Consumer marketing models typically list phases of the productadoption process. These include elements such as creating awareness, or communicating something new or different about a product; promoting inquiry or product trial, or getting prospective customers to respond to marketing communications to learn more about the product, sample it and begin to consider purchase terms and conditions; and closing the sale, or using frequent http://www.knowledgeadvisors.com/ http://www.knowledgeadvisors.com/
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