Metrics and Measurement
“The best thing about digital is that everything is measurable. The worst thing about digital is that everything is measurable.” Digital is an inherently track-able space, with each executional space within the digital channel providing a myriad of metrics and measurement tools to analyse its performance and engagement with users. The challenge is that these metrics are invariably specific to the particular technology or execution, and linking them to other information to create a bigger picture of overall effectiveness of the channel to drive business outcomes can be extremely difficult. There is a tendency to focus on what we CAN measure, like open rates, likes, retweets or unique users, rather than the metrics we SHOULD measure, like cost per sale, value per digital touch point or efficiency of media spend.
Zuni work closely with clients to develop a metrics and measurement framework that provides actionable insights into activity on the website, linking it with business outcomes. We work with the business to understand what data is needed, what data is currently available and how to link this together in a way that provides useful information. Our work often starts with a review of previous activity to provide benchmarks and insights, and then the development of the ideal dashboard and working with the internal teams to source, manipulate and enable the right data streams to populate and automate the dashboard.
We have worked with a range of clients to help them set up their reporting templates and managed and run the reporting process for a number of months, before handing it over to the internal team to manage and continue.
The Australian Institute of Management (AIM) is Australia’s largest management organisation and delivers a range of services to both its members and the broader Australian management community. These include running a range of training courses, events and conferences for both members and non-members, a library and bookshop (both online and offline) and specific services for members.
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