Each Wednesday for 6 weeks, the Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will also learn how to build research into the beginning of your planning process in ways that are fast, easy and inexpensive. At the end of communication campaigns that involve audience behavior changes, you’ll be able to calculate the marginal ROI on your organization’s communication investment.
What We Do Some of the ways we can help you evaluate the effectiveness of your publications: Content analysis: We first identify the ideal content for your publication, based on
What We Do Some of the ways we help clients measure and improve their internal and external Websites include: Calculating a return on investment (ROI) for new sites on the
One client’s intranet includes a number of sites for sharing best practices among employees in similar jobs. One of the sites is for safety managers of manufacturing facilities around the
Another client’s site included descriptions and demos of products and services under development. We were able to recommend to the client which services they should develop first based on the
For one client we found that the corporate communications headlines page was receiving far fewer and less regular visits than the company desired. The site with the highest visits was
We measured the length of all the articles and recurring features of an employee publication over the course of six months. We identified the ideal content of the publication, starting
We analyzed the patterns of which articles in a publication readers actually read. We found that they often read articles of a type they didn’t admit to liking in focus