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Government CIO Outlook | Wednesday, June 16, 2021
With the proper management of KPIs and metrics, companies can analyze and optimize its website with data-driven methods.
FREMONT, CA: One of the primary goals of public sector institutions has always been transparency and consistent access to public services and information. Simultaneously, it is necessary to reduce expenses, increase efficiency, and better allocate resources.
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The factor that has changed is that most of these tasks are now dealt with by institutions through websites and applications. To provide citizens with the best possible experience at these touchpoints, they must access relevant analytics data.
Making analytics work in the public sector is more complex than in the private sector. This happens for reasons, including:
Lack of internal expertise
Compared to private firms, public sector institutions frequently cannot avail in-house teams with the technical expertise necessary to install, incorporate, and maintain analytics software. Not to mention analyzing the data and drawing appropriate conclusions.
Less defined goals
Key performance indicators (KPIs) in a commercial setting represent sales targets and customer lifetime value. Websites in the public sector are more content- and service-oriented. As a result, KPIs and objectives are less straightforward and more challenging to establish.
Privacy and security constraints
Finally, as they manage highly sensitive information like health, tax, and court records, trusted public organizations should set an example of responsible data handling. Data protection measures must be unbreakable, or else they risk violating citizens' privacy rights and ruining their reputation.
Setting up KPIs for government websites with the FTG framework
The FTG model's most crucial concept is that it divides KPIs into smaller groups, making them easier to track and understand.
Every organization's KPIs are divided into three levels. Levels 1 and 2 are almost the same. At level 3, there are more differences because each institution has its own set of responsibilities.
Level 3: Strategic KPIs for the public sector
These are the highest-level goals of a website, the ones that describe the online strategy. Numerous public institutions' KPIs will be connected to their reputation, due to which customer satisfaction is an essential factor.
Level 2: Tactical KPIs for the public sector
Users need metrics to track the progress now that they know what strategic KPIs is necessary to track (for example, speed or accessibility). The best way to accomplish this is to analyze the entire user journey.
Level 1: Operational KPIs for the public sector
Finally, there are granular level KPIs. It determines the efficiency of individual pages that serve as the foundation for the overall user journey.
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