Top 3 Metrics for Measuring the Success of WCM Investments


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Executive at most companies have tempered their expectations of massive revenue growth arising purely from social media. Yes, social media can provide great engagement, but closing sales still depends heavily on visits to owned media assets. Therefore, aside from “overall company revenue,” Top Performers cite four key metrics that they measure and report when evaluating their WCM progress and the impact of WCM. These include conversion rates on the website and other owned media, unique visits to owned media sites, average page views per visitor on the website, and average time on the website per visitor (ATOS). The thing about some of the top metrics that stood out for us was the fact that even Top Performers are measuring success through soft metrics and not quantifiable metrics like conversion rates or average order value.

Top 3 Most Common Metrics Top Performers Use to Measure DAM Success


Average number of page views per visitor.

Average number of page views can be a tricky measure on social sites, depending on the layout of your social presence. However, page views and ATOS remain hugely important measures of how site visitors find and like an organization’s content. While these measures provide hard data, the interpretation of that data is subjective. For example, maybe visitors spend more time on your site and click through more pages not out of interest, but because your site does not quickly present appropriate information. To understand these metrics better, marketers should gather visitor feedback to see what drives their behavior.

Unique visits to owned media assets.

This metric, while important, varies in its measurability in today’s online world. Different social media sites have different reporting capabilities and own the data. Yet, it’s your WCM-generated content that draws people to your social presence. Unique visits are still heavily measured, with 81% percent of Top Performers regarding it as an important metric. This metric remains far less accurate than conversion rates, because the unique visit volume cannot be proven objectively.

Average time on site.

ATOS is a measure of engagement, but it can also be a measure of relevance. Just because users spend more time on the site doesn’t mean the customer experience is optimal. Combine ATOS with content consumption, downloads, and other engagement metrics to confirm that users are actually finding what they are looking for online.

Check out the WCM Software Directory for additional research, a full vendor landscape, and analyst commentary.

Republished with author's permission from original post.

Ian Michiels
Ian Michiels is a Principal & CEO at Gleanster Research, a globally known IT Market Research firm covering marketing, sales, voice of the customer, and BI. Michiels is a seasoned analyst, consultant, and speaker responsible for over 350 published analyst reports. He maintains ongoing relationships with hundreds of software executives each year and surveys tens of thousands of industry professionals to keep a finger on the pulse of the market. Michiels has also worked with some of the world's biggest brands including Nike, Sears Holdings, Wells Fargo, Franklin Templeton, and Ceasars.


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