I’ve mentioned before that we all really need to start evaluating the online engagement stuff we’re all doing. Alice Casey‘s presentation provides some great pointers for where to start and what to consider:
My main argument was that a good evaluation tells a compelling story through combining qualitative and quantitative information in a clear format to key decision makers and practitioners.
Matt Locke of C4 has a great take on metrics – a really simple 3×3 grid taking people from visitor to fan to participant, and looking at how we get their attention, keep their attention and drive action.
You’ll find more in his posts on “Commissioning for Attention” at http://www.test.org.uk – well worth the read. Certainly, it’s been well-received everywhere I’ve tried to explain it…