One of the main impediments to using digital signage is the cost factor. You may worry not only about recouping your investment but also about making financial gains based on that investment. They’re both valid concerns and fortunately are one that can be addressed.
To assuage your concerns, particularly the concerns of stakeholders, you must measure your digital signage efforts. It’s the only way to know if your investment is producing the desired results and to determine what changes need to be made to bring about those results. How can you measure your efforts?
- Start by identifying important metrics. All sorts of data can be compiled, but you have to know why you’re compiling it and what items you want to pay more attention to.
- Determine which measurement tools to use and set them up. Intel, for instance, offers the Audience Impression Metric (AIM) technology that measures how much time people spend looking at the display, how long they watched the content, and what their basic demographics (gender and general age) are. Using that tool in conjunction with other CRM tools provides both soft and hard metrics that can be reported to stakeholders.
- Once benchmarks are in place, identify goals. For example, if you want to draw attention to a particular item in your store and increase its sales, you could test different content and times and evaluate which combinations bring about the desired effect.
How do you measure your digital signage efforts?