There are many initial benefits to a digital signage system, but how can you tell if you’re getting value after your initial investment? For starters, digital signage ROI doesn’t start with measurement, it starts at the very beginning with a carefully crafted communications plan and well-designed messages.
If you’re going to spend your time, creativity and effort on something, you want to see a return. Remember that ROI doesn’t just have to mean Return on Investment – it can also stand for Return on Involvement. Instead of measuring in traditional financial terms, consider the effect on long-term goals, branding or culture in your organization. Your involvement should produce positive results, which you’ll never know if you can’t measure your success against a plan.
We care about what we measure. That may sound counterintuitive – you may think you measure what you care about. But people are motivated by standards of performance. So, if you aren’t measuring something, it can easily become orphaned or ignored.
Also, if you measure the wrong things, it can lead to bad decisions. For example, you might measure how many messages you publish in a week. If your goal is to measure how productive your content creators are, then you’re all set. However, that’s likely not your goal. If you want to measure audience engagement, you have to build in tools to track and interact with your audience.
Our white paper lays out exactly why you need to measure digital signage ROI for your messages and how to do it.
We’re going to take you through the process step-by-step, and give you lots of practical tips of how you can better design your communications to collect and measure digital signage ROI:
- Understanding the messaging process
- Communications planning 101
- Communications planning checklist
- The 6 Ds of digital signage messaging
- Measuring overall success
- Measuring tactical success (with 8 easy tools)