We need to decide whether we want to survey few users in-depth, on many user groups on a variety of issues in a shallow way.The latter appears more appropriate considering the rich content of LE. In this case, a simple attitudinal measurement instrument is needed. Ref [1] divides groups in 5 categories of receptivity: hostile, [...]
Entries from February 28th, 2008
Measuring LE programme effectiveness [II]
February 27th, 2008 · 2 Comments · Uncategorized
In my last post we said:- to understand the effectiveness we’re having we need to be clear about what we expect to achieve from communicat9ing with multiple target groups about multiple LE programmes- to get some idea of how effective the outputs are we need to find mechanism to track the conversion of “mega-metrics” into [...]
Evaluating programmes
February 26th, 2008 · 1 Comment · evaluation, impact
Bill’s 4-step method to evaluate technology may also be suitable for programmes: Establish that there is a copper potential to be influenced. Develop a conceptual model how the programme influences this potential. Collect evidence that the programme works as designed. Verify the return. Benchmark activities. Check quality. A programme statement along above lines does not [...]
Measuring Leonardo ENERGY programme impact – a way forward
February 26th, 2008 · 1 Comment · Uncategorized
“Trying to parse web data was like taking a drink out of a fire hose” – Bob Ivens The purpose of this note is to arrive at a workable method for Leonardo ENERGY to understand:- how our digital communication is working – how interacts with off line communications- what the consequences for increasing demand for [...]
Marketing impact
February 18th, 2008 · 1 Comment · impact
The impact of marketing activities can be subdivided according to the direct relation between the activity and its impact, and the time horizon of the impact. These variables are obviously correlated. The more remote the impact, the longer its time horizon. Moving from left to right on the impact scale, complexity of measurement increases. Impact [...]
Marketing Measurement Webcast series
February 18th, 2008 · No Comments · evaluation, impact, tools
Better Management has an excellent series of 6 webcasts so far on Marketing Measurement: Marketing Measurement Today – BetterManagement.com
When to measure
February 9th, 2008 · No Comments · evaluation
When you can measure something in numbers, then you know something about it. Lord Kelvin Starting a new campaign, it’s almost impossible to make the business case, since you don’t know enough. But to know enough about the market, you need to start a campaign (or do some sterile market research), for which we need [...]
Tags: ex-ante
The opportunity to influence
February 8th, 2008 · No Comments · impact
Standards and regulations (defined broadly) are an increasing part of our programme. These are seldom influenced by single or few organisations. Especially for the complex power system, affecting many users, a wide variety of stakeholders is involved in almost any issue. This begs the questions: In which issues should we get involved? If we do [...]
What do we know of our users?
February 7th, 2008 · No Comments · branding
About 3000 registered users, with profiles of varying quality. Probably the richest dataset, but largely unstructured. For each user, we also have individual page visits for the past 2 weeks. And we have a user’s subscriptions to LE’s Communities of Practice. About 11,000 email addresses, with a profile of topics of interest & opening/CTR report [...]
Sense of scoring
February 6th, 2008 · 2 Comments · evaluation, tools
When does scoring make sense. Suppose you’re an account manager for a geographical region, and have 100 prospects to develop into customers. What you’re likely to do is to define a number of criteria relevant for you to prioritize these accounts. Factors under consideration might be: do you do business with this client in other [...]
