Develop an Internet Business Strategy - IMPACT(sm)
When online programs fail to meet their business goals, the obvious answer is to make changes. But what changes?
Companies can spend months and millions in development and end up with poorer results than when they started. Without a full knowledge of your customers, how they interact with your site, their goals, and the relative ease they experience achieving those goals, you may be missing significant opportunities to increase your online revenues.
Molecular has developed IMPACT(sm), an analytic methodology for helping organizations identify and prioritize key business opportunities for Internet channels using customer, competitor, industry, and constituent research. IMPACT begins with key stakeholder interviews to understand the organization’s business challenges and vision for growth, followed by customer interviews to gain an understanding of how they want to interact with the company and its services. The ideas and concepts that emerge are validated through statistical methods (surveys, log-file analysis, CRM analysis, etc.) to quantify their business impact, and personas are developed based on the specific goals, behaviors and attitudes of each customer. Proof-of-concepts and business cases demonstrate the value of each recommendation and the expected ROI, and usability tests are performed to ensure that each new solution would deliver as expected.
Finally, Molecular strategists develop a metrics-driven web strategy roadmap that identifies gaps between the current and desired end-state, what it will take to bridge those gaps, the time and costs involved, and the right business metrics to measure their success.
The result? A well-defined and well-documented understanding of the problem, and a weighted prioritization of where to put your investments, and resources to gain the highest return.
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