Ask the Board – November 13, 2017 | DAVID SALEME

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What are some of the metrics of success for a non-ad-based digital signage deployment?”


Identifying the metrics of success for a non-ad-based digital signage deployment can provide the opportunity to better understand the impact an organization’s efforts have on customer service.  Measuring the return on investment on an ad-based deployment is straightforward— track the revenue. A non-ad- based system requires a different form of accounting.  In a transportation environment, our non-ad-based system of digital signage primarily provides flight information to the users of our facility. We measure the impact of our flight information screens through a frequent survey process.  This survey specifically asks the respondent to rate the screens and information provided.  The responses are further broken down by location and type of traveler. This enables us to identify successful deployments as well as those areas that need improvement. To help to gauge the success of our program, our survey results are included alongside similar surveys taken at peer airports. This data, especially when focused on trends over time, helps identify the impact of our changes. Finally, each survey participant has the opportunity to comment in detail. While the written piece of the survey is harder to track over time, these explanations, such as “the letters are too small,” can be an important component of understanding why a score may be suffering and lead to quick fixes. In total, identifying a metric of success is best measured by communicating directly with the intended recipient of the message delivered on the digital signage.

About Author

Senior Manager, Business Development
John Glenn Columbus International Airport

FORMER MEMBER OF THE DSE ADVISORY BOARD
End User Council

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