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Data Driven Instruction – Testing For What’s to Come

In the world of public relations, accountability has often been a loosely defined concept. “Hey Mr. CEO, I had your face on the cover of X magazine. This press release is also picked up by the media – score!” Then, customers started asking a pesky question: What is this ad placement really worth to me?

Suddenly “believe me, your campaign is doing well!” did not cut; the industry was pushed to operate under real responsibility.

When I worked in an Internet-based PR department at a Cleveland marketing firm, we were faced with a new question: What is a customer’s mention in a blog post actually worth, in real dollars? What if this blog includes a hyperlink to our client’s website? What then is the value?

We created a metric, the first of its kind in the country, to measure the value of online PR placements. The goal was twofold: we could share real value with customers, but we could also come together as a team and carefully analyze our PR campaigns…light a dime and push in a new direction if that’s what the data suggested. Using metrics is now often the difference between campaigns that flounder and those that employ responsive and efficient tactics.

What are the parallels with education?

Again the disclaimer: I am new to education. I’ve had a lot of schooling and a wealth of teaching experience, but I won’t have my own classroom until the fall. But the parallels between business and teaching seem strong.

What if testing was frequent, results transparent, and rapid action teams were in place to analyze the data and act on it?

I have seen evaluation used primarily to validate what has been done – versus what should be done next. At Walsh University, we had the concept of metacognition drilled into us – thinking about our own thinking. We have learned to analyze how we can improve our lessons and do better by covering that material or concept again. We weren’t pushed to change what we’re going to do next. The next day – the following week. Lesson plans aren’t written on concrete slabs, and the great teachers I’ve seen think fast on their feet.

I recognize that all of these tests are time taken from teaching. But I still think that short and frequent assessments as part of driving instruction is an idea whose time has come.

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