UPS uses dashboard to wed metrics to goals

摘要

"Last year, we launched our new branding campaign, We Love Logistics/ in the U.S., U.K., China and Mexico. It is a multichannel-campaign utilizing a microsite, online advertising, print, TV, social media and mobile, with digital really at the center. We're taking a life-cycle approach to how we plan and measure specific KPIs [key performance indicators] of the campaign, through the customer journey from awareness to conversion. From a Web analytics perspective, we set up a dashboard with four quadrants-Awareness, Consideration, Conversion and Evangelism-that each has specific communications objectives.