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How to Measure Anything: Finding the Value of "Intangibles" in Business
 
 
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How to Measure Anything: Finding the Value of "Intangibles" in Business (Hardcover)

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Key Phrases: lens model, calibrated estimators, calibrated experts, Monte Carlo, Security Expert, Foresight Exchange (more...)
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Editorial Reviews

Review

"Over the past several posts I've been discussing how networkers can reduce supposed "immeasurables" or "intangibles" to something that can in fact be measured, and I've been using Douglas Hubbard's excellent book How to Measure Anything as a guide. I highly recommend that you pick up a copy of the book if you want more details about the approach I've been discussing. For a small book, it covers a lot of ground." (networkworld.com, April 4th, 2009)

"Interestingly written and full of case studies and rich examples, Hubbard's book is a valuable resource for those who routinely make decisions involving uncertainty. This book is readable and quite entertaining, and even those who consider themselves averse to statistics may find it highly approachable." (Strategic Finance, September 2008)

"How many times have you been asked to quantify something that is nebulous or intangible? As a system engineer at Sun, this happens to me all the time. A colleague of mine referred me to How to Measure Anything…one of the best books I've seen in this area." (blogs.sun.com; 1/28/08)

"After reading Hubbard's excellent book on 'How to Measure Anything', I was able to immediately solve several measurement challenges for my CEO and Business Owner colleagues. It should be on every manager's desk." (Amazon.com; 10/07)

"…the book for anyone who wants to know how to measure the value of information or any other intangible asset." (Computer Weekly, Tuesday 18th September 2007)

"Hubbard has made a career of finding ways to measure things that other folks thought were immeasurable. Quality? The value of telecommuting? The risk of IT project failure? the benefits of greater IT security? Public image? He says it can be done -- and without breaking the bank. Many IT steering committees won't approve projects that "can't be measured," so it behooves CIOs to figure this out! ...... If you'd like to fare better in the project-approval wars, take a look at this book." (ComputerWorld, 8/07)

"… allows [companies] to measure performance in such diverse areas as customer satisfaction, employee morale, quality and organisational flexibility." (CPO Agenda, Autumn 2007)



Product Description

Praise for How to Measure Anything: Finding the Value of Intangibles in Business

"I love this book. Douglas Hubbard helps us create a path to know the answer to almost any question in business, in science, or in life . . . Hubbard helps us by showing us that when we seek metrics to solve problems, we are really trying to know something better than we know it now. How to Measure Anything provides just the tools most of us need to measure anything better, to gain that insight, to make progress, and to succeed."
-Peter Tippett, PhD, M.D.
Chief Technology Officer at CyberTrust
and inventor of the first antivirus software

"Doug Hubbard has provided an easy-to-read, demystifying explanation of how managers can inform themselves to make less risky, more profitable business decisions. We encourage our clients to try his powerful, practical techniques."
-Peter Schay
EVP and COO of
The Advisory Council

"As a reader you soon realize that actually everything can be measured while learning how to measure only what matters. This book cuts through conventional clichés and business rhetoric and offers practical steps to using measurements as a tool for better decision making. Hubbard bridges the gaps to make college statistics relevant and valuable for business decisions."
-Ray Gilbert
EVP Lucent

"This book is remarkable in its range of measurement applications and its clarity of style. A must-read for every professional who has ever exclaimed, 'Sure, that concept is important, but can we measure it?'"
-Dr. Jack Stenner
Cofounder and CEO of MetraMetrics, Inc.

Product Details

  • Hardcover: 304 pages
  • Publisher: Wiley; 1 edition (August 3, 2007)
  • Language: English
  • ISBN-10: 0470110120
  • ISBN-13: 978-0470110126
  • Product Dimensions: 9.1 x 6.3 x 1 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (51 customer reviews)
  • Amazon.com Sales Rank: #2,089 in Books (See Bestsellers in Books)

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    #1 in  Books > Business & Investing > Skills > Math for Business
    #20 in  Books > Business & Investing > Management & Leadership > Management
    #68 in  Books > Professional & Technical > Business Management

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Douglas W. Hubbard
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51 Reviews
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Average Customer Review
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62 of 65 people found the following review helpful:
5.0 out of 5 stars Reducing the Uncertainty in Intangible Business Value . . ., October 31, 2007
Hubbard explains how to "find the value of intangibles in business." An excellent book and one which should be on every manager's book shelf.

Hubbard has made what can be a deadly dull subject interesting and accessible. I found several examples for measuring exactly what I needed and always felt I could not measure. This book is a must read for leaders including the Master Six Sigma Blackbelt on your staff. Finding the value of intangibles in business has always been a challenge. How to Measure Anything is full of practical ideas for getting to a measurement.

Measurement: reducing the uncertainty. As long as we are not willing to accept a best guess, or educated estimate, or range of possibilities for a difficult to measure item we will not move forward. Our decisions will be flawed. Hubbard put forth these four assumptions which I found to be most useful when thinking about measuring:

1. Your problem is not as unique as you think
2. You have more data than you think
3. You need less data than you think
4. There is a useful measurement that is much simpler than you think.

Numbers can be used to confuse people; especially the gullible ones lacking basic skills with numbers. Therefore we, as leaders, must be committed to making sure the whole organization is data driven and understands the way we can reduce uncertainty through the straight forward techniques Hubbard explains. As he states, "The fact is that the preference for ignorance over even marginal reductions in ignorance is never the moral high ground."

Hubbard gives us a very useful check list for a Universal Approach to Measurement:
1. What are you trying to measure? What is the real meaning of the alleged "intangible?"
2. Why do you care -- what's the decision and where is the "threshold?"
3. How much do you know now -- what ranges or probabilities represent your uncertainty about this?
4. What is the value of the information? What are the consequences of being wrong and the chance of being wrong, and what, if any, measurement effort would be justified?
5. Within a cost justified by the information value, which observations would confirm or eliminate different possibilities? For each possible scenario, what is the simplest thing we should see if that scenario were true?
6. How do you conduct the measurement that accounts for various types of avoidable errors (again, where the cost is less than the value of the information)?

I especially enjoy the approach Hubbard takes to quantify the cost of making measurement based on the value of the information obtained. Too often, I have seen projects founder on either inaction to get data which would be of great value and little cost or, perhaps, the exact opposite -- spending great amounts of time and money to obtain relatively useless information.

To emphasize: After reading Hubbard's excellent book on `How to Measure Anything,' I was able to immediately solve several measurement challenges for my CEO and Business Owner colleagues. This book makes accessible measurement techniques that have eluded many of my colleagues. It should be on every manager's desk. - Dave Kinnear, CEO dbkAssociates, Inc. and Vistage Chair.
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30 of 30 people found the following review helpful:
5.0 out of 5 stars Clear explanation making the complex simple., September 10, 2007
By L. Bradley Bergh "-brad" (Wilmington, Delaware USA) - See all my reviews
(REAL NAME)   
Douglas Hubbard covers a broad landscape but does exactly what the title claims; it provides a guide to measuring anything. Hubbard builds from simple concepts to show the practical yet intuitively simple application of some rather advanced statistical techniques. The author's skill is in communicating complex ideas in an easy to follow and motivational flow that builds in a series of seemingly obvious steps.

The book is both philosophical and practical. If one read no more than the first three chapters one's view of the world would be changed forever. Yet the later chapters cover many extremely simple illustrations of some complex statistical concepts. I particularly enjoyed his discussion of the value of information (chapter 7), Bayesian Statistics (chapter 10), and some advanced concepts such as measuring value via observable trade-offs and using prediction markets. No one reading just a portion of this book would walk away without a new insight.

This book would be extremely useful to students in an MBA program or to those pursuing an advanced degree in one of the social sciences. It would provide a valued motivational reference to anyone studying Computer Science, Economics, or Applied Statistics. Anyone teaching or mentoring students in these disciplines might want to review this book for inclusion in their curriculum.

The book also has considerable potential at helping someone working the area of Data Warehousing and Business Intelligence. For example, Steve and Nancy Williams have written a great book titled "The Profit Impact of Business Intelligence". In it they explain the case for managing BI projects as a portfolio of risky investments. They talk of the need to measure the business value of a BI project and to coordinate changes in information flow, workflow, and decision structure so as to maximize that value. Hubbard's book offers ways that business value, cultural change, and process impact can be measured, and therefore managed. The Williams' book talks of the need for Decision Engineering. Hubbard's book gives one the understanding of what a Decision Engineering group would do on a routine basis. The two books together would be of high benefit to any manager trying to develop a "value management" culture.
The Profit Impact of Business Intelligence

The field of Human Capital Management and Workforce Analytics is receiving a lot of attention today. Two books that are particularly helpful in understanding how analytics can help Human Resource managers better support (and in fact drive) organizational performance are "The HR Scorecard" (by Brian E. Becker, Mark A. Huselid, and Dave Ulrich) and "The Workforce Scorecard" (by Mark A. Huselid, Brian E. Becker, and Richard W. Beatty). These books provide a comprehensive list of elements that could be included in a workforce analytics program from recruiting and retention to compensation and talent development. Hubbard's book helps the HR executive identify the critical metrics, what metrics add value and what metrics do not in their environment, and how to prioritize one measurement need over another. Again, Hubbard's book in combination with others will be a great compliment for the leader interested in building a fact-based value oriented decision culture.
The Workforce Scorecard: Managing Human Capital To Execute Strategy
The HR Scorecard: Linking People, Strategy, and Performance
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20 of 20 people found the following review helpful:
5.0 out of 5 stars Quantifying Soft Knowledge, June 20, 2008
Perhaps the most frequent question from decision analysis team members is, "How do we get the inputs?" In most evaluations, there are several key variables about which we know little. Consider oil price, for example. We have abundant historical data, yet forecasting future prices is a daunting challenge.

Doug Hubbard has written an entire book about capturing quantitative judgments. His approach differs from the usual decision analysis process. In a conventional analysis, we assume that that a subject matter expert (SME) can be identified for each key variable. Then, a skilled interviewer carefully elicits the SME's judgment through an interview process.

Hubbard takes a different approach. People familiar with the type project are assembled and given calibration training. Becoming calibrated might take perhaps a half-day of practice exercises and feedback. Basically, being "calibrated" means that one can consistently provide judgments of 90% confidence intervals that avoid the "overconfidence" bias. The book provides several example quizzes for the reader to self-assess.
Even though I was well-aware of the overconfidence bias, I still performed poorly on the self-assessment tests (history was never my strong subject!). Of course, the questions for a technical group would be crafted from topics within the area of interest. Whether (a) expert in the quiz subject matter or not and (b) being told in advance that people tend to be overconfident about the quality of their knowledge doesn't seem to affect the overconfident bias. Practice and feedback are the antidotes.

Hubbard's training and consulting examples are engaging. It has been years since I've devoured a technical book so thoroughly. While the reader will pick-and-choose methods of most interest, the "measurement" topic is well-covered.

The book contains many shortcuts and heuristics for rapid problem-solving. Many people never attempt to quantify intangibles. Yet, most people with some modest training are able to provide credible judgments in quantitative form.

A sampling of topics includes:
* Modeling and Monte Carlo simulation
* Designing experiments for measurement
* Decomposition
* Heuristics for obtaining simple statistics
* Value of perfect information, for screening which variables are worthwhile measuring
* Bayes' rule (because we almost always have some prior information about the subject of the observation)
* Cognitive biases

How to Measure Anything is well-written and carefully edited. The companion Web site, [..], offers additional calibration questions, several calculation spreadsheets, and additional information.

Persons reading this book will be the better for it.
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Most Recent Customer Reviews

5.0 out of 5 stars Stop Guesstimating! Conquer the Mythical "Intangibles"
If you want to know "what's in this book", read the Editorial review - it is spot on.

If you want to know "what can this book do for me? Read more
Published 3 days ago by D. Hall

5.0 out of 5 stars Extemely detailed, even several example spreadsheets
I noticed several respected leaders in the field of measurement highly recommended this book, so I got a copy. I wasn't dissapointed. Read more
Published 4 days ago by Prof. Alan C.B.

5.0 out of 5 stars Depth and Breadth for Real Measurement Professionals.
I can see why this book was chosen as the primary reference for the MIT measurement course. This is simply the most comprehensive text on the biggest problem in management,... Read more
Published 5 days ago by Nate Lewis

3.0 out of 5 stars Over-rated and lacks detail
I am writing this review to balance the views of most reviewers who know little about measurement. This book lacks detail on how to measure despite its wild claim on being able to... Read more
Published 5 days ago by Kyra

5.0 out of 5 stars Just buy it.
Anyone reading this page is likely to have some interest in management or decisions or measurement. That's enough data on which to make this recommendation with confidence:... Read more
Published 7 days ago by michael gordon-smith

5.0 out of 5 stars A Useful book and a great read
This book is not only a very useful one, but it is also written well. Coming from someone who is just getting ready to enter into the business world, I am still able to... Read more
Published 8 days ago by Michael J. Hodgson

5.0 out of 5 stars You can measure anything!
I highly recommnend this book. This book presents some simple insights to help with create measurements for intangible items. Read more
Published 11 days ago by John M. Gross

5.0 out of 5 stars how to measure anything
I have read everything there is on this subject. This is the best. Solid, practical and fact based. Good university study book.
Published 1 month ago by Colin Jennings

5.0 out of 5 stars Practical book with deep insights.
I use this book as a primary reference for my measurement class at MIT. The students love it because it provides practical advice that can be applied to a variety of scenarios;... Read more
Published 1 month ago by Ricardo Valerdi

5.0 out of 5 stars A groundbreaker on measurement
Doug Hubbard has given us a new set of tools and a new perspective on measurement. Not only that there are very practical methods for calibrating experts to evaluate these... Read more
Published 2 months ago by Joseph F. Krupa

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