Benchmarking and assessing your web strategy

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Benchmarking and assessing your web strategy

  1. 1. 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
  2. 2. The research shows… Image by Jessica Hagy, indexed.blogspot.com
  3. 3. Q: Why measure? <ul><li>Document success </li></ul><ul><li>Improve future efforts </li></ul><ul><li>Make a case for the strategic value of what you do </li></ul><ul><li>Build credibility </li></ul><ul><li>Promote the value of what you do </li></ul>
  4. 4. Q: What to measure? Anything the boss tells you to measure [j/k] :) Reputation Relationships
  5. 5. Q: Why measure? <ul><li>Document success </li></ul><ul><li>Improve future efforts </li></ul><ul><li>Make a case for the strategic value of what you do </li></ul><ul><li>Build credibility </li></ul><ul><li>Promote the value of what you do </li></ul>
  6. 6. The 3 “outs” of measurement <ul><li>Outputs — the stuff we create (easy to measure) </li></ul><ul><li>Outtakes — how people think about us based on the outputs (harder) </li></ul><ul><li>Outcomes — how people behave as a result of outputs (hardest) </li></ul>
  7. 7. 7 elements for any measurement program <ul><li>Identify audiences </li></ul><ul><li>Define objectives for each </li></ul><ul><li>Define measurement criteria </li></ul><ul><li>Define your benchmark </li></ul><ul><li>Select a measurement tool </li></ul><ul><li>Analyze data, draw actionable conclusions and make recommendations </li></ul><ul><li>Make changes and measure again </li></ul>Source: K.D. Paine, Measuring Public Relationships: The Data-Driven Communicator’s Guide to Success
  8. 8. Communicating the data

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