Developing a Balanced Scorecard for Web Sites Managing the Business Value

Transcription

1 Developing a Balanced Scorecard for Web Sites Managing the Business Value Steven Telleen, Ph.D. Vice President, Web Site Effectiveness stelleen@forrester.com Giga Information Group, Inc. All rights reserved.

2 Position When it comes to Web sites, most companies: Collect data, but have no comprehensive view of the overall value and risks Do not monitor the overall business value Do not know how to quantify overall performance and future risks Giga Information Group, Inc. 2

3 What Does the Elephant Look Like? Business owners and executives need a view of overall Web site performance. A balanced scorecard approach, with a dashboard of critical success factors provides an overall view. So oft in (Web site) wars, The disputants, I ween, Rail on in utter ignorance Of what each other mean, And prate about an elephant Not one of them has seen! Modified from The Blind Men and the Elephant by John Godfrey Saxe Giga Information Group, Inc. 3

4 The Traditional Balanced Scorecard Giga Information Group, Inc. 4

5 Balanced Scorecard Dashboard: For Web Sites Business Value Currency of Business Objectives Aggregate Value Visitor Success/Satisfaction Conformance to documented practices Satisfaction rating Infrastructure Performance Downtime Response Time Errors Organizational Effectiveness New Issues (no policy) Deviation from existing policies Giga Information Group, Inc. 5

6 What Drives the Indicator Lights Management measures need to be defined Critical thresholds need to be identified Trends are as important as current values Giga Information Group, Inc. 6

7 Business Success Metrics Question: What is the business value of the site? Management Percent of destinations with current business metrics Aggregate performance for those metrics Operational Formal documentation of business goals for each major destination Update schedule for business goals of each destination Tracking of goal status for each of those destinations Giga Information Group, Inc. 7

8 Business Success Metrics: Source Options for Metrics Direct Task completions Automated tools Revenue Cost reductions Indirect Marketing effectiveness Brand reinforcement Goodwill Giga Information Group, Inc. 8

9 Visitor Success/Satisfaction Metrics Questions: Are visitors successful at their goals? Are visitors satisfied with their experience? Management Conformance to an enterprise Web practices specification Visitor success/satisfaction levels Operational Formal documentation of practices and standards Automated rule testing Heuristic reviews Surveys Feedback Giga Information Group, Inc. 9

10 Visitor Success/Satisfaction Metrics: What Are Web Site Practices? Frustrating Helpful Polite Rude Giga Information Group, Inc. 10

11 Visitor Success/Satisfaction Metrics: Source Options for Metrics Reported research Professional and government standards Case studies Custom research Feedback Giga Information Group, Inc. 11

12 Visitor Success/Satisfaction Metrics: Example of Enterprise Standards Giga Information Group, Inc. 12

13 Infrastructure Performance Metrics Questions: Is our Web site available? Is the performance acceptable? Management Down time Conformance to response time goals Number of errors (broken links, error pages returned, etc.) Operational Availability tracking Page and transaction times Error tracking Capacity tracking Giga Information Group, Inc. 13

14 Infrastructure Performance Metrics: Source Options for Metrics External monitoring services Automated monitoring tools Performance testing tools Capacity planning tools Giga Information Group, Inc. 14

15 Organizational Effectiveness Metrics Question: Does our behavior support our Web site objectives? Management Percent of deviation from existing policies Number of new policy Issues Operational Documented framework Owners Policies Processes Enforcement Conformance audits Automated Human reviews Giga Information Group, Inc. 15

16 Organizational Effectiveness Metrics: Source Options for Metrics Automated conformance monitoring Formal process for capturing issues resulting from policy holes Giga Information Group, Inc. 16

17 Recommendations Create a balanced scorecard dashboard for Web sites Start with management metrics Determine what operational processes and tools are needed to feed the management metrics Determine thresholds for good, caution and critical Giga Information Group, Inc. 17

18 Questions? Giga Information Group, Inc. 18