ConnectMinds London

Digital | Strategy | Experience | Impact

Date & Time: 4. December 2019 from 9.30 am - 3pm

Venue: 13 Soho Square, London W1D 3QF

Agenda highlights, notes, references & resources

Measuring impact, performance & engagement

How do you set sensible and meaningful success criteria - and is working with the notion of KPIs a good idea?

The right level of ambition?

Good definitions of "engagement" Measurement, reporting and follow up? (format, scale, frequency and to whom?)

We discussed experiences with establishing and evolving the right framework, tools deployed and the chosen Key Performance Indicators (KPIs) or OKRs (Objectives and Key Results).

Simon Werner and Dalia Siwan from Wintra Analytics visited and shared their expertise; Wintra is a Copenhagen based boutique agency, working exclusively with digital analytics. They work with clients on setting up a framework for analytics - mainly for the internal / employee facing channels.

I have previously referenced the case where Wintra helped Nordea; Scandinavian banking group, use data and insights to guide a content cleanup, develop a "digital housekeeping framework" and to use the same insights in the training of editors using a simple dashboard with traffic light quality rating. 

Simon and Dalia walked us through the thinking behind their approach and shared insights on: 

• how to design the analytics journey

• how to calibrate the setup to measure performance

• how to 'benchmark performance' externally between companies in terms of defining strategic objectives including how to 'automate governance' through analytics in order to ensure decentralised ownership

NOTES FROM THE DISCUSSION

• Vague terms such as “user audiences” and terms with scope for multiple interpretations, such as “engaged” are not helpful.

• Be specific and precise in relation to terminology, definitions, standards etc. this will help preventing misunderstandings, scope for different interpretations etc.

• Most measuring and reporting on the performance of sites today is simply “passing on raw data from the analytics tool”.

• The recipients; our stakeholders have often got no way of acting on this data.

• To go from “raw data” to “actionable insights”, you will need to have identified and agreed clear objectives for the desired outcome of the content: who is the target audience, what are we looking for them to do? etc. First then can we investigate the correlation between the success or failure of achieving the objective and the quantitative / numerical / volumetric performance of the content and the achieving the objective.

• If the thing you are measuring cannot be acted upon, don’t measure it at all; it’s reporting for the sake of reporting.

• Scrutinize the objectives you might use as a pilot: consider impact vs. feasibility.

• Start small and simple: it’s better to work on one KPI and demonstrate real business impact -and build a case that way, than to tro to set up an elaborate framework for all things from the start.

• Not all KPIs are equal!

References & resources

SLIDES & PRESENTATIONS

Can be downloaded via WeTransfer. (Get in touch if you are unable to access that way).

READING, LISTENING & WATCHING

Velux’ purpose driven marketing campaign: The Indoor Generation

TOOLS & TECHNOLOGIES

Staffbase (Employee app - website has many useful use cases)

VENDORS, AGENCIES & CONSULTANTS

Wintra Analytics - Copenhagen based agency focusing on analytics for the internal channels and behind the Intranet Performance Indicator / Web Performance Indicator

Possible topics for future sessions

1: What is the right operating model for digital?

• What does a future digital communications team look like?

• Which internal and external factors will be influencing and shaping the decision making?

• How is your company / organisation thinking about / responding to this?

• What are you doing to influence developments in this area?

2: The perfect employee app

: Dual / multi language; legislation, criteria, expectations, necessity?  

4: Building a solid business case for analytics

5: Explore [Google] Design Sprints

6: How do we solidify the team’s position, expertise and authority in a reality with no standards?

Post your own topic wishes on Workplace

Group leader

Lau Hesselbæk Andreasen

Email: lha@WeConnectMinds.com

Mobile: +45 29 73 26 06

Don't hesitate to write or call if you want to discuss anything with me. -Right up to meeting start!

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