Last week, I had the pleasure of attending Forrester's Forum For Marketing Leaders in London and met some members of the Forrester Leadership Board (FLB) for Customer Insights (CI) professionals. I was eager to share my research on attribution measurement and (selfishly) get their point of view on measurement successes and challenges in Europe. Here are a few key takeaways from our CI colleagues across the pond:
Attribution measurement is a growing topic among European firms. When I met with the FLB members, I was delighted to learn that attribution is being widely adapted in most organizations, with the same challenges that we face in America. In fact, it seems that the firms I spoke with adapted attribution for quite a while, and they’re really looking to advance their attribution approach in the near future. Overall, they are making significant investments in the right data, resources, and tools to have a more sophisticated measurement approach.
As a follow up to his presentation at the 2013 itSMF Norway conference, Stuart Rance of HP has kindly donated some practical advice for those struggling with availability.
Many IT organizations define availability for IT services using a percentage (e.g. 99.999% or “five 9s”) without any clear understanding of what the number means, or how it could be measured. This often leads to dissatisfaction, with IT reporting that they have met their goals even though the customer is not satisfied.
A simple calculation of availability is based on agreed service time (AST), and downtime (DT).
If AST is 100 hours and downtime is 2 hours then availability would be
Customers are interested in their ability to use IT Services to support business processes. Availability reports will only be meaningful if they describe things the customer cares about, for example the ability to send and receive emails, or to withdraw cash from ATMs.
Number and duration of outages
A service that should be available for 100 hours and has 98% availability has 2 hours downtime. This could be a single 2 hour incident, or many shorter incidents. The relative impact of a single long incident or many shorter incidents is different for different business processes. For example, a billing run that has to be restarted and takes 2 days to complete will be seriously impacted by each outage, but the outage duration may not be important. A web-based shopping site may not be impacted by a 2 minute outage, but after 2 hours the loss of customers could be significant. Table 1 shows some examples of how an SLA might be documented to show this varying impact.
Cross-channel attribution. For customer insights and marketing practitioners, attribution is a white hot measurement topic. It’s viewed as the best way to measure effectiveness of marketing and media campaigns; a way for firms to assess…truly assess… the value of the customer journey. For the past 18 months, I have been living and breathing this topic and today I am happy….no, I’m elated…to announce the official publication of the Cross-Channel Attribution Playbook.
What’s a playbook, you ask? Well, a playbook is a framework to help organizations develop expertise around a specific business topic. The Cross-Channel Attribution Playbook helps marketers and customer insights professionals to take strategic steps in building an attribution strategy within their organization. It includes 12 chapters, including an executive overview, which covers different aspects of developing and managing a cross-channel attribution measurement framework. The four “chapters” specifically help organizations: