Ask the Board – November 13, 2017 | LAWRENCE CHANG

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


Metrics for any signage system are based on your own goals/objectives of the signage network itself. In a non-ad-based deployment, your general business model tends to be the conveyance of information via your signage whether it’s wayfinding or company communication. Because of that, you need to qualify the reasons behind why you installed it or why you’d like to install it in the first place. Consider that if your goal is just to improve communications, can you measure whether or not the target audience is more educated? Perhaps it is to generate more traffic to specific locations. Can audience traffic counters be used, calculating touchscreen responses, or even using camera technology to record audience participation – and measuring what parts of information those touch screens are used most. In the end, what I’m trying to say is that your signage system should have an objective, and those objectives should be measureable before you decide to implement any signage. Those measurable goals are your metrics to be monitored/analyzed.

About Author

Director, IT
Calgary TELUS Convention Centre

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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