Comprehensive measurement program development
BC Hydro’s Digital Communications team needed some help getting value out of its Web Analytics effort. They were reporting key metrics, but the metrics didn’t reflect the updated web strategy that focused on creating a conservation culture within British Columbia. Their team circulated a dashboard, but had doubts that anyone even read the document. They were sure no one was acting on the dashboard results. They had invested in Web Trends but stopped short of gathering data that would truly measure the effectiveness of the site. BC Hydro also found that they didn’t always have the time and resources to spec out analytics requirements for new web projects or throw at ad hoc analysis that was needed.
OpenRoad took a systematic approach to the bchydro.com measurement program. BC Hydro had a very well articulated strategy that OpenRoad used to conduct a comprehensive Key Performance Indicator (KPI) rationalization. The 140-odd KPIs that were found in various strategy documents and the existing dashboard were reviewed for the strength of their ties to the strategy and against the principles of good KPIs.
The final much smaller list of KPIs was organized into multiple dashboards that each target a specific stakeholder audience within BC Hydro. OpenRoad also provided a new dashboard design that provided readable and attractive data visualization and an emphasis on implications and action required by the data. OpenRoad also provided specifications and guidelines to improve BC Hydro’s implementation of Web Trends. OpenRoad has continued to provide ad hoc implementation support, analysis, and outsourced reporting services to BC Hydro on a retainer basis.
The revised KPIs and dashboards have been very well received within BC Hydro and have increased the feedback, and discussion of the metrics between the stakeholder departments. Some departments outside Digital Communications are using the web dashboards as a direct influence on their own offline dashboards.
Web initiatives have begun considering Web Analytics and reporting requirements earlier in their projects, better ensuring measurement success down the road.
BC Hydro has enjoyed taking much of the reporting burden off their shoulders so that it may focus on keeping its website great. BC Hydro continues to work with OpenRoad, focusing on site optimization as the next step in the evolution of its Analytics program.