1 / 18

Evaluating Web Presence for Success: Challenges, Metrics, Results

Learn about the evolution of web presence evaluation, key metrics, and their importance in today's digital landscape. Understand the significance of metrics in enhancing user experience, business performance, and market competitiveness. Explore the challenges, opportunities, and the future of measuring online impact.

cmcgill
Download Presentation

Evaluating Web Presence for Success: Challenges, Metrics, Results

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Evaluating our Web Presence: Challenges, Metrics, Results Bill Silberg Vice President and Executive Editor Medscape, Inc. bsilberg@medscapeinc.com

  2. Medscape today • Six years old (May 1995) • 3.4 MM members worldwide • 560,000 + physicians • 30 specialty sites/interest areas • 600K to 1MM page views/daily • Two indexed e journals • 16K+ hours of CME/CE monthly

  3. Then (say, 1998) • Cool ideas • Receptive markets • Lots of meetings • “The old rules don’t apply” • Dot-com boom

  4. Then When you come to a fork in the road, take it We’re lost, but we’re making good time ---- Yogi Berra

  5. Now (say, today) • Focus • Tight markets • Business plans count • ROI • Dot-com? Dots-all-folks

  6. So what do we know? • The Web is transforming • Not all ideas are good • Not all good ideas should be pursued • This will take some time • Metrics matter

  7. Consumers seeking health info Source: CyberDialogue, 2000

  8. Physician use of the Net • Numbers are growing • Numbers still lag hard sciences • “Killer app” yet to be demonstrated • Concerns about privacy, info overload • Not yet a standard clinical tool

  9. Why metrics matter • Measure of utility • Measure of performance • Measure of value • Mileposts for improvement • Required for viability

  10. Ah, but which metrics? • Hits • Page views • Unique visitors • Clickpath • Clickthrough • Session time/“stickiness”

  11. Ah, but which metrics? • Quantitative vs. qualitative • CME/CE Credits • Behavior change • Outcomes

  12. Why metrics matter • Compete for “mind share” • Compete with tradition • Prove business model • Support editorial process • Respond to the market • Rise above the noise

  13. Why metrics matter Internal • Define user/market behavior • Improve efficiency • Gauge responsiveness, utility • Increase value • Commercial appeal

  14. Why metrics matter Internal • Mine the sight logs • Agree on standardized reporting • Pick the most relevant measures • Balance strategic/operational

  15. Why metrics matter External • Measure effectiveness • Compare performance • Gauge reach • Fix strategic value • ROI

  16. Why metrics matter External • Compare sites (MediaMetrix) • Validation (iPro) • Monitor the market (CyberDialogue, PERQ/HCI)

  17. Challenges • Technical issues • Legal/regulatory issues • Ethical issues • Market issues

  18. Opportunities • Share information globally • Education • Clinical value • Measure utility • Affect behavior/outcomes?

More Related