Six common challenges to evaluating reach
(and how to solve them)
Challenge 1: Tracking across promotions, events or activities
Solution 1: Set up in advance for rolling up or breaking down
Challenge 2: Lots of noise in the analytics – how to find the people?
Solution 2: Focus on action analytics (clicks/downloads) and/or do a log file analysis
Challenge 3: Harder for some segments (e.g., disadvantaged/
underserved groups and professionals)
Solution 3: Use segmented approaches (one size may not fit all)
Challenge 4: When it’s organizations or stakeholders (rather than individuals)
Solution 4: Assess “engagement” as participation
Challenge 5: Survey overburden and saturation
Solution 5: Once a year maximum (only!), in-person (after training) and real-time (interactive) at events
Challenge 6: External Approval process requirements
Solution 6: Create an overarching agreement which covers multiple/consistent requests. Be able to show truly informed consent.
