Building more effective corporate digital estates
In meet their diverse audiences’ needs, major corporations frequently construct dense networks of websites, social and other digital channels. Ensuring these digital estates work effectively relies on data-informed insights and decisions.
Read our eQ report to see which global corporations made our top twenty most effective digital estate list and why
Data-informed insights corporate communications, marketing, investor relations, web and social media professionals can use so digital estates work more effectively for their audiences
Corporate digital estates
Global corporations end up building website, social media and other digital channel networks (digital estates), because they use agile development processes. Testing and learning from many experiments to meet their audiences' diverse and changing needs and to deliver evolving corporate messaging.
But, as audiences visit, interact with and view content estate wide, they don’t just encounter polished main websites, they bump into old campaigns, run into dead links and navigate torturous routes to find information or complete tasks.
To deliver user experiences consistent with corporate aspirations, we need to take a digital estate approach rather than focusing on improving individual websites or social media channels.
Corporate digital estate assessments
One of the fundamental benefits of going digital is the ease of collecting data, performing analysis, gaining insights and making data-informed decisions.
Gaining the same benefits for a digital estate means gathering data from each website, sub-site, microsite and social media channel. That's thousands of digital end-points: potentially tens of thousands in the case of higher education.
Our assessments use software to mimic website or social media channel visits, allowing data to be reliably and automatically collected and stored from a digital estate's complex network of digital end-points.
Corporate digital estate effectiveness
Assessments can collect thousands of data elements, but to offer actionable insights we highlights five key digital estate characteristics as components of our effectiveness quotient (eQ).
eQ measures how well an estate supports the typical top tasks website visitors seek to accomplish, the overall user experience, data governance quality, the level of digital optimization and the technology in place to support internal and external user needs.
Combined, these characteristics evaluate how well an estate meets its audiences’ needs, the needs of internal stakeholders and the degree to which technology supports these objectives.
Digital estates explained for communications, marketing, investor relations, web and social media professionals
Complex networks of websites, social media channels, micro-sites and blogs make it harder for visitors to complete tasks or find information. Discovering the full extent of a digital estate is the first step to delivering an easier, more consistent user experience.