Articles

May 16 2024

ScopeMetrics® modeling in detail.

SCOPE OF WORK DIAGNOSTICS, USING SCOPETRACK® and SCOPEMETRICS®

Diagnostic Concept. Scopes of Work (SOWs) document the agreed strategic and creative deliverables (or briefs) that clients plan and agencies carry out on behalf of client brands. Each deliverable in a SOW is documented in ScopeTrack®. Each deliverable has a unique ScopeMetric® Unit (SMU) value that defines a deliverable’s size. The sum of SMU values for each deliverable defines the SOW size.

Diagnostic calculations. ScopeTrack® carries out the calculations that measure SOW size and agency resource requirements. Examples:

  • A 30-second TV original spot, with high creative complexity, has a ScopeMetric® Unit (SMU) value of 1.43 SMUs.

  • A 30-second TV original spot, with average creative complexity, has a ScopeMetric® Unit (SMU) value of 0.62 SMUs.

  • A 30-second TV original spot, with low creative complexity, has a ScopeMetric® Unit (SMU) value of 0.40 SMUs.

  • An Instagram post, adapted from other material, with average creative complexity, has a ScopeMetric® Unit (SMU) value of 0.011 SMUs.

  • SOWs can contain thousands of deliverables, with each deliverable having a unique SMU value.

  • According to ScopeTrack’s® analysis of over 1,000 SOWs, a SOW that has a calculated size of 10 SMUs should require, on average, 2.0 creative FTEs, 1.6 client service FTEs, 0.4 strategic planning FTEs and 1.0 production FTE, or 5.0 agency FTEs in total.

Scope of Work Data Gathering

We partner with our agency clients to gather and input the deliverables in ScopeTrack®. Our ScopeTrack® template is easy to use and helps us and our clients better understand the nature of the SOW deliverables.

ScopeTrack® Diagnoses

We use our proprietary metrics to evaluate and determine the agency resources and fees needed to support a given Scope of Work. Our ScopeTrack® diagnostics show which metrics are below standards and need attention to optimize agency performance.

Rate Cards

We can use ScopeTrack® to generate Rate Cards, which are appropriate prices for each of the different types of deliverables in an agency SOW.

Recommendations & Action Plans

Our recommendations for agency resources and compensation include “Gold Standard” productivity level benchmarks that enable our clients to strike a balance between efficiency (agency productivity) and high creative quality output.

We develop and recommend action plans that enable our clients to focus on process improvements and to manage Scope of Work processes. These process improvements help both agencies and their clients achieve more collaborative, productive relationships and higher levels of performance.

If you’d like to discuss how we can help you, please call Michael Farmer at +1 (917) 544-8974 or email us and we'll get back to you in less than 24 hours: