Accenture Digital Skills| A_L2_V1_Measurable_Outcomes

The outcome of an analytics solution has to be driven by a business problem. First, you need to define how you

can resolve the issue and then define how it can be measured. So first, you need to define that business problem.

Then, you need to define how you can measure the success of resolving that issue.

The data and analytics that you then use can be targeted towards this goal and the success measured. An

example of this could be customer churn. In other words, how many of your customers have continued to use

their loyalty card after their first swipe? Or how many times do they need to swipe before they become a regular

customer?

I'm now going to talk about five different objectives that you might want to measure in your business. The first example we've
got is branding.

Now this is one of the more difficult ones to measure because there isn'tany specific data behind it. Big companies tend to use

loyalty cards and schemes or big TV campaigns because it means they can try and measure the number of customers that are

walking through their doors.

Secondly, you've got online information and support. This is an easy way to help continue to build your brand. So

you can see how many people are visiting your website. How many clicks it takes them to get the information they

need. And this can help you build a better experience to encourage people to use your brand.

Thirdly, we have content publishing. So this is how your business is represented and how it can advertise. We

best quantify this by measuring how many people see your adverts, but also which channels they see them

through.

This leads on nicely to lead generation, which is how you can drive users to your website. So this might be
through adverts, through searching on Google, through friend recommendations. For each of these different

channels, you can measure, and measure the number of visitors and how long they stay for.

Finally, we have e-commerce. So this is actually selling your products. This is much easier to measure because

you can tell how many customers are actually buying your products, through your stores or through your website

online.