Case Study: Developing a measurement framework

Client: Cancer Institute of New South Wales
Date: November 2016
Challenge: Tracking accuracy, interpreting data and embedding data into decision making
Website: http://www.icanquit.com.au

The Background
 

The Cancer Institute of NSW is a pillar organisation of NSW Health. They work across the health care system to promote better cancer prevention, early detection, diagnosis, treatment and care. They collect and use the latest cancer data, information and evidence to drive improvements in cancer outcomes and are the largest funder of cancer research in the state. They run numerous programs to help reduce disease, one of which is the iCanQuit program.
To help make this program successful, the Cancer Institute of NSW approached Panalysis, under tender, to track the engagement on the iCanQuit website.

The iCanQuit team developed an online program to help smokers’ record their personal journey towards being smoke-free. It includes community forums to inspire and support smokers whilst trying to quit, includes savings calculators, progress meters, alerts, and helpful guides and resources.

The Challenge
As a government funded organisation, The Cancer Institute of NSW need to evidence value in their investments. Their challenge was threefold – first was knowing their analytics were tracking accurately, second was knowing how to access and interpret the data properly, and third was knowing how to use results in day-to-day decision making.
The Solution 
The first thing Panalysis did was to work with the ICanQuit team to understand their business goals. From this we conducted an analytics set-up audit, reviewed their current goal tracking, looked for any gaps or inaccuracies and created a measurement framework. This framework helped the team in knowing exactly what was going to be tracked, how each item contributes to overall business goals, how to access the data, and what to look for when assessing performance.After the initial planning stage all configuration work was completed. This included setting up custom reports, building audience segments to better understand the online behaviour of users with different needs, and creating dashboards. Following this, Panalysis conducted an in-house training program focused on accessing and understanding the data, interpreting the reports and learning how to apply the different segments to them.

The Results

Decisions are now being made using accurate data and staff have a clear understanding of how to measure the impact of their activities – and when to respond to change.

The reports, training and documentation developed during this process provides the team with clarity when reviewing website performance and marketing engagement. It can also help with onboarding new team members and act as a reference guide when designing and testing website updates.

Similar projects across the Cancer Institute of NSW websites were completed in parallel including the Breastscreen NSW and the Cancer Referral Network website. The Cancer Institute of NSW now has a robust, cohesive analytics program in place, with staff who are more advanced in their understanding of data and analytics, and how to use this information in day-to-day decision making.

If you would like to achieve the same results as the Cancer Institute of NSW, contact us. We have the experience and capability to make a difference.

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