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This is a document that the team uses, to help understand success and to score each initiative on a consistent basis. It can be as simple as half a dozen rows in a Google Sheet or an in-depth calculation.
How you create an internal scorecard, is to do a workshop with the team, revisit your strategy and recent pieces of work. And aim to find some consistent measures, that help you understand value for you. Each piece of work may have its own nuances and highlights, that show value. But what you’re looking for is a consistent basis, that works for 95% of the work.
This arms your team with some guidelines to work to, and to consistently report against. This is a key tool in having a scalable program whilst maintaining quality.
- Metrics you might thing about
- An internal metric, like store locator usage, visits to product page
- Attention, second by second engagement on the experience
- Conversion rate
- Reach or CPM for your reach
- Average scroll or completion rate
It really does depend, on what you are trying to do. So keep that in mind as you form your scorecard. The end result should be so simple though, that anyone on the team can ensure it is kept up to date accurately. And to avoid ambiguity.
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