Ask the Board – April 10, 2017 | MARK GEIGER

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What is the most representative way to measure the impact of a digital signage deployment?”


We measure the impact of a digital signage deployment several different ways. The first and obvious way for my group is Return on Investment through advertising and sponsorship sales revenue. Other measurements include incremental increase in number of paid commercial ads, sponsorship spots, Public Service Announcements, and internal requests for signage space.  One additional measurement surrounds the answer to the question, “Did we solve a problem, or meet the requirements of the initial purpose and goals of the digital signage deployment?”  For example, we receive customer requests for permanent digital signage outside our venue meeting rooms. We are in the process of developing a plan and process that would include signage outside each meeting room. Once this is accomplished, and in place for a period of time, a measurement of its impact would be a customer survey.  The survey results and comments received would provide great feedback and hopefully an upward tick in customer satisfaction.

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Advertising Manager
Georgia World Congress Center

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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