Communities, conferences & consulting
for online professionals

Dan Drury

Commercial Director, Bowen Craggs & Co

Biography

Dan Drury

Dan Drury has over 17 years experience of Internet and software technologies.

In 1993 Drury founded a software company that developed operational risk management tools using the latest database and Internet technologies.

In 2001 he founded a leading enterprise-class web analytics software company that specialised in understanding online behaviour. That company was merged with the UK’s leading usability organisation to create a customer experience company that now counts more than half of the FTSE100 among its clients.

In 2004 Drury joined Bowen Craggs as commercial director, building the company’s global client base to include more than 50 Fortune 500 clients. Best known for its Financial Times Index of corporate website effectiveness, Bowen Craggs also provides balanced scorecards that incorporate web analytics, surveys, social media metrics and other data to help clients understand the value that their web estates deliver.

Bowen Craggs & Co

The web estate is frequently the largest item in a communications or marketing budget, yet it is notoriously difficult to measure or ensure its effectiveness. Bowen Craggs offers its unique web effectiveness services to organisations with medium to large web estates, specialising in corporate and public sector sites where there is no clear measurability.

Bowen Craggs provides a unique service to website owners by acting as an expert and independent adviser complementing in-house and other third party resources. Neither building websites nor selling software, the rationale behind this is to provide fully independent advice.

The Bowen Craggs client list includes 50 of the world’s largest organisations, including 20 from the Financial Times Bowen Craggs Index of corporate website effectiveness. Bowen Craggs also manages a global "Web Effectiveness Network" of more than 300 online professionals from 26 countries who share best practice on operational and strategic issues.

Presentation

Measuring the value of online communication

Track: Online communication
Conference Day #2, Thursday November 4th, 10.30-12.00

Managing and governing a complicated, often global, web estate in the dark is time consuming, expensive and frustrating. How do you know your web efforts are paying off if you are part of corporate communications, human resources, investor relations, press or any other non-sales department?

Organisations need to know whether the corporate website is meeting its business objectives on the web using both qualitative and quantitative measures. A balanced scorecard approach helps an organisation get a rounded view; which in turn helps it to act with a long-term view and in the best interests of all internal stakeholders and external audiences. Using a real-life case study, Dan will explain how to:

  • understand business goals and translate them into metrics that are grouped by perspectives, eg. business value, brand image, visitor engagement, risk, etc.
  • identify data sources that can feed the metrics and create key performance indicators (KPIs) that are linked to performance
  • populate and interpret the balanced scorecard, provide management reports and presentations: analysis, recommendations, planning.

Placing a monetary value on a non-transactional is key to gaining senior management buy-in. Find out how opportunity cost, and a balanced scorecard approach are helping corporate communications professionals evaluate, compare and value their efforts.

See slides online