Make the Case

The company that I choose for this assignment was Redline Auto Service, a place built and operated by my family. Repair garages don't usually seem to be a business many would consider for online content, but I beg to differ. I have already built a site for the business and made the company present on social networking sites. Within just a year we were allowed to communicate better with customers and give them a place to voice concerns, something quite common in the auto repair industry. However, there has not been any official measurements conducted to see just how effective all of this has been. This has led to just an overall feeling without any concrete data. With a measurement strategy this can be fixed.

Redline Auto Service can make use of web measurements a number of ways. One can be to recognize trends and find what services people generate the greatest satisfaction from customers. If a particular service seems to be receiving poorer reports then further analysis may be able to discover why. It could be the price is too high and the company can look for ways to lower that. Once a solution is implemented customer satisfaction may then increase. Another way measurements can be helpful is by finding which places of the company's website people are spending most of their time at. Or maybe it's discovered that not many people are making it to a specific section of the site that we want them to see, such as the customer review page. By identifying this actions can be taken to better highlight that section to draw more attention to it.

There are many other ways Redline Auto Service, and any organization can make use of measurements. These were just a few examples that I thought could benefit a small company that I have personal investments in. Larger companies have much more data to content with which just means measuring it is that much more important. A company like IBM wouldn't want to be wasting millions on something that was generating no benefits, or maybe they find something that is generating tons of profit and want to invest more. There really is a tremendous amount of things that can be done with data in today's word, particularly that on the web.