Segmenting Target Audiences for the Public Sector
The Client
Environment Canada - Clean Air Online
http://www.ec.gc.ca/cleanair-airpur
The Challenge
Environment Canada needed to research and develop stakeholder-centric metrics on the performance, impact, success and return on investment of its Clean Air Online (CAOL) Web site, in order to improve site content and develop a stronger, more valuable relationship with its key audience.
The PublicInsite Solution
Using PublicInsite Visitor Pattern Analytics (VPA)T, we developed and integrated key stakeholder filters to provide detailed insight into the specific usage patterns of CAOL's most important visitors.
PublicInsite VPA helped determine how stakeholders use the CAOL site, which content areas are 'best sellers' and how this information could be used in review processes. We were also able to provide a more accurate assessment of return of investment for the CAOL Web site.
Results were incorporated into a series of key performance reports designed to be relevant and understandable to a non-technical audience.
Besides improving the user experience for its target audience, our results and recommendations could be used to inform both the broader evaluation of Clean Air Outreach activities, and progress on the Clean Air Agenda workplan.
The Result
Through Web site performance measurement, PublicInsite uncovered invaluable information that could be used to strategically manage the ongoing change and continued evolution of the Web site by the CAOL division.
Learn more about PublicInsite Visitor Pattern Analytics
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