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Hope this helps.....
We experienced (and possibly still do but I am no longer there) a wide spectrum from poor to average to above average. From all points of view, you really can't discount the overall. Executives and senior management are going to want to know the view at large. We would always highlight the above average to show-off what is successful and explain why --- there is always a good excuse to add this 1 extra slide to a presentation.
Some additional thoughts I have include:
- Consider changing average calculations from mean to median or even weighted. Either of these may show something more realistic.
- Consider looking at what the above average are doing to see if there are any gems that could apply to the average or the poor. The results of this won't be instantaneous, but it could become a diamond in the rough in the longer term.
- Consider looking at the poor to see if there are opportunities untapped or just not noticed. Like the above, a longer term effect but one that has potential.
- Look at how you define activity and see if there is an opportunity to change the definition (and of course, don't do this just to make the numbers look better - this has to be a meaningful change!).
- Look at activity to see if there is one or more components of the definition that may paint a different picture. You still can't dismiss the overall, but you could highlight this aspect and put the overall lower down.
Are you taking any steps to drive traffic to those other groups?
For example, find content that has a good amount of views, comments, bookmarks, etc and tweet it out with a url driving people to that discussion, blog, or video.
Track your efforts via utm codes and learn which content your customers lover; maybe you just need to introduce the content to a new audience.