What is the most representative way to measure the impact of a digital signage deployment?”
In my experience, the three primary ways to measure the impact of a digital signage deployment are through analyzing emotional response, behavioral change and return on investment. I feel strongly that, prior to any deployment, baseline research should be performed to more accurately gauge before and after performance.
- Emotional Response: Does your target audience emotionally like, love or have issues with your new deployment?
- Behavioral Change: Can you identify any measureable changes in behavior as a result of the execution (i.e. more sales, less confusion, higher response rate, etc.)?
- Return on Investment: How is the deployment impacting your bottom line either positively or negatively?