Measurement Program - Blog Post Assignment

For your chosen company (or choose a new one), follow KDP's 7 Steps to Measurement Program (ones that are possible) and document your steps in a blog post. Explain how you think your chosen company should measure ROI (Return on Investment)?

Step 1: Define Your Goals and Objectives: Why Are You Launching This Plan or Pursuing This Strategy? What Is the “R” in the ROI That You Are Seeking to Measure?

Sales: Of course sales for DELL are really important. Computer market is a fierce competition all around world. People have many choices and every big computer companies is dying to be the first. For DELL in United States computer market, the largest competitor is HP. Several years ago DELL’s market share is the first in US market and these years HP has already exceed it.  For sure sales are one of DELL’s goals and the most important one.

Message or positioning: In computer market. I think the market share can lead the trend. “Everyone buys this product so it is popular and great so I want to buy it.” This is the most conformity thinking of customers. Actually, the position of one company in the whole market is really important. The most successful company in one industry should be the one people come up with firstly. DELL’s goal is to be the company that people think of firstly. DELL’s goal is people like it not only for their high quality product but also for their cheaper price and humanity design.

Public Safety or Education: Public safety and education seems have nothing to do with DELL. But actually computer science is connected to high-tech, education is really important to development high-tech products. DELL’s DELLHPCC system is just about supporting scientific research in universities. We can see that DELL is really pay attention to cultivate talents. I don’t think public safety is related to DELL, but education is closely related. Education is not the goal of DELL but the a method to reach their goal----produce advanced products.

 

Step 2: Define Your Environment, Your Audiences, and Your Role in Influencing Them

Environment: In today’s market, everything becomes hyaline. A lot of websites provide place to people to rate one product and discuss it. Costumer research is not restricted to do some paper research or telephone interview. You can find customers’ real attitude to one brand. The environment is like this, if you want to know what you need to improve and the advantages of one product, just Google it.  

Audiences: Audiences are the group of people who use computer, almost everyone and media. A good relationship with audience can bring lots of benefits: 1. Make people trust what you describe the product 2 a good relationship with media can solve much problems, they won’t make too much negative reports which can bring shame on one company. And the bad relationship, first of course, people don’t like this brand, they will never buy it. And also tell others it is not good. Second, people don’t believe the description of your product and media maybe report a lot of negative news about this company. Even that news are not true, still a lot of people will believe it. Improve the relationship with audiences can get feedback of products rapidly and accurately.

ROLE:  Our role is to improve our product to suit customer’s needs and let people pleased with our products and survey.

 

Step 3: Define Your Investment: What Will It Cost? What Is the “I” in ROI?

Investment involved: 1. Might need to purchase measuring tool 2. Analyst which collect all the results and summarize the accurate reason and provide solution

 Step 4: Determine Your Benchmarks

To compared with big competitors like HP, Lenovo. They all want to have the largest market share in computer market.  Their goals are basically same. DELL’s direct marketing mode is different from the other two.
To compared with DELL’s performance in the past. I would say, firstly it had the largest market share in U.S.  But now, The first place in computer market is HP. It is not about DELL’s performance become bad, it is just about DELL ignore personal computer market for too long time and not catch the opportunity to enhance its market value.

Step 5: Define Your Key Performance Indicators: What Are the Metrics You Will Report With?

The key performance indicators will be: 1. compared with the past data about sales, website traffic, customer ratification.  2.After improve the products, is every indicators become better or no significant change. 3. The performance of other competitors. What’s the distance between them, which strategy is the best one?

Step 6: Select the Right Measurement Tool and Vendors and Collect Data

I select web analytics. This is the best and fastest way to measure and collect data. And also its coverage is the largest one.  Social or traditional media have their boundedness and primary research sometimes cause people’s dislike.

Step 7: Turn Data into Action: Analyze Data, Draw Actionable Conclusions, and Make Recommendations

I don’t really have the data of DELL’s measurement, so I can’t make recommendations about their products. But I need to recommend DELL consumer market is the place that DELL can strive for more market share. And also their input of PR activities is not enough.

 

Explain how you think your chosen company should measure ROI (Return on Investment)

I think the easiest way is compared the data with past data. The satisfaction of customer and products, the website clicks volume.  Their sales, market share and social image.