The good thing about measuring digital communications is that, to some extent, they measure themselves—visitors, page views and click-throughs. Unfortunately, those sometimes confusing metrics are often mis-interpreted. This workshop will help you navigate your way through the metrics in usage reports and help you put them in context.
This workshop will show you not only ways to measure how your employees are using electronic channels (measuring activity), but also how to calculate their role in the success of the overall campaigns they are a part of (measuring outcomes, including ROI).
By the end of this workshop, you will have a working knowledge of how to:
- Interpret online usage statistics to find the underlying stories
- Apply usability testing techniques to fine-tune your digital content and navigation
- Use focus groups and surveys to evaluate how electronic channels fit in with traditional channels in delivering business results
Angela Sinickas,
CEO
Sinickas Communications, Inc.
