Benchmarking and assessing your web strategy

Benchmarking and assessing your web strategy

Paul Redfern, Gettysburg CollegeAndrew Careaga, Missouri Universityof Science and TechnologyCASE Conference on Communications, Marketing and TechnologyApril 9-11, 2008 || San Diego, California

The research shows…

Image by Jessica Hagy, indexed.blogspot.com

Q: Why measure?

Document success Improve future efforts Make a case for the strategic value of what you do Build credibility Promote the value of what you do

Q: What to measure?

Anything the boss tells you to measure[j/k] :)ReputationRelationships

Q: Why measure?

Document success Improve future efforts Make a case for the strategic value of what you do Build credibility Promote the value of what you do

The 3 “outs” of measurement

Outputs — the stuff we create (easy to measure)Outtakes — how people think about us based on the outputs (harder)Outcomes — how people behave as a result of outputs (hardest)

7 elements for anymeasurement program

Identify audiences Define objectives for each Define measurement criteria Define your benchmark Select a measurement tool Analyze data, draw actionable conclusions and make recommendations Make changes and measure again

Source: K.D. Paine, Measuring Public Relationships: The Data-Driven Communicator’s Guide to Success

Communicating the data