There are multiple ways by which you can measure the impact of your digital signage deployments. Most often than not, people look at client satisfaction, employee satisfaction, saving on resources, and content campaign success as success criteria. However, it is fully dependent on the objectives of your deployment and there is no fool-proof way of measuring it.
We have listed a few ways by which we can measure the impact of the deployment and they are:
- If improving engagement is your objective, then you should look at completing surveys of groups impacted before and after the installation. Alternately, you can capture the number of eyeballs that view the screen along with the demography
- If selling is the objective, then you should compare the sales before and after, for whatever is being sold
- If wayfinding is the objective, then it can be measured by the ability to make timely changes on the screens and seeking feedback from people who are benefitting from it on its usefulness
- Most ads feature a specific call-to-action that can be directly tied to campaign-specific content. This would give a clear measure of the success of your signs
- If provision of information is the objective, then the effectiveness can be measured by the reduction in the number of questions being asked of your assistance personnel. Also, look at the savings in terms of printing costs and personnel costs in displaying information
- If your audience carrying forward the message is the objective, then do social media mining to see what the audience are saying about the signs
- If interactivity is the objective, then calculate the number of touches and performance of actions on the screen. See, which buttons are used often and what is used rarely to figure, if you have to change the interactivity
- Taking sales as the objective further, you can have face-detection technology combined with social data that is cross-referenced with big data to figure out, if someone actually bought your product based on the signs that they saw
- If brand promotion is the objective, figure out if your signage ensures emotional connection of your audience with your brand by collecting feedback from them
- If advertising revenue generation is the objective, look at the increase in the number of adverts that are requested to be used on your signs
- If you are still trying to figure out how to measure, you should probably look at running tightly controlled pilots and measure the results, change the nature of content in pilots and measure the results, expand the pilots and measure the results. Keep the signs dynamic and keep measuring them to the minutest detail, and you will figure out what works best and the measurement success will determine your signage strategy.
Overall, the effectiveness of the deployment can be measured by observing the screens with focus. This can just be a 20-30 minute exercise at different points in time. Observe how audience interact with your signs, jot down your observations and thoughts on how they engage, is there anything that grabs the attention of the audience, any call-to-action on the signs, is the venue logical and right, and is the content fresh and updated.