It’s ironic. Many of us have chosen communication as our life’s work because we don’t like numbers and math. But now, our bosses seem to expect us to quantify the value of what we’re doing for our organizations. Put numbers on persuasive prose? On creative layouts? On killer Web sites?
When you measure hits on inter/intranet sites, you are measuring overall volume of usage — how many times parts of your site have been opened. However, hits don’t distinguish between the opening of an entire page or a single illustration.
If communicators wanted to work with numbers, we would have become accountants. However, to succeed in todays business climate, we word people need to become more comfortable in a numbers world. Often that means we need to measure the results of our efforts in ways that mean something to our management.