Benchmarking and assessing your web strategy Paul Redfern, Gettysburg College Andrew Careaga, Missouri University of Science and Technology CASE Conference on Communications, Marketing and Technology April 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

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] :) Reputation Relationships

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

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)

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 any measurement 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

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

Communicating the data