What is the most representative way to measure the impact of a digital signage deployment?”
Metrics are hard to come by for digital signage in the Higher Ed environment. Can you use an increase in enrollment as a metric? How about an increase in donations? Neither are likely traceable directly to an on-campus deployment because of other variables. My goal is to increase the number of eyes on screens, but without a camera on the screen or touch analytics that might be able to provide specific metrics – and at the same time prove cost-effective – I’m left with anecdotal evidence. Do I see people eyeing my screens? Is my customer complaining when a screen can’t be updated or when it goes black right away, or does it take a week before someone notifies me? Ultimately, the departments on campus create their own content that they believe is worth their investment. Other departments then hear about or see the impact and choose to light up a sign or not. The number of signs on our campus doubled this year and is expected to double again next year.