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 executive and reader input. Then we measure how much of the content covers each ideal topic, or reflects your brand attributes, or matches the mix
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 intranet or external Web pages, identifying how the online version of the information helps an organization make or save money over the pre-online version. Analyzing
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 world. They share with each other how they have fixed problems that occurred at their sites. My client shared anecdotally with me that many safety
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 relative interest expressed by site visitors.
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 the one with the company stock price. One of our recommendations was to move the stock price to a corner of the headlines page, bringing
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 with its objectives of supporting the company’s goals and brand attributes. We identified the content executives and employees wanted to see in it. Some of
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 groups. We also discovered that one type of articles that they did want to read were in a section of the publication that was so