Metode og workshop | A framework for digital analytics in the public sector
10:15 - 12:00
Making analytics work is more difficult for those in the public sector than it is in the private sector. Unlike in commercial environments where the KPIs are often a reflection of sales objectives and customer lifetime value, the online objectives in a government context are often less defined and targets are therefore more difficult to set.
The FTG framework (Functie-Taak-Gedrag) developed in the Netherlands guides web analysts in the public sector. The framework’s core concept is the categorization of web pages into functional types:
- Engagers: like the home page of the website or a part of the website (a mini-home page)
- Routers: navigational pages letting the user navigate the website, including search and filter pages
- Informers: content pages
- Call-to-action pages: pages leading into a transaction
- Transactional pages: pages facilitating a transaction
Each type is supporting the customer journey in its own way. That’s why each page type has its own metrics and KPI’s indicating how they perform.
The framework also suggests metrics and KPI’s at the level of the customer journey and the level of the online service strategy.
