I'm constantly being asked by clients about appropriate measures for their digital efforts.
A simple framework we like to follow always has the following core elements:
- Identify the business problem
- Identify the specific user behavior
- Identify the measure associated to that behavior
- Identify and associate a value to that measure
- Calculate the financial impact of that effort
This is in a simplistic presentation format but the approach works.
From the looks of some recent research, basic measures applied to their marketing efforts seem to be the benchmark for measurement.
