Balanced Scorecard
Blogger Balanced Scorecard
Financial Perspective
Customer Perpsective
MEASURES
MEASURES
Don't drag
Costs
Ease of use
Complaint/question rate
Contribute
Cash flow, profit margin
Innovation
Percentage of users adopting new features
Rate of additional feature additions
Generate
Percentage of parent's total revenue
Integration
Reported problems adding additional non-Google components
Reported problems with Google components
Frequency of use with various applications
Internal Business Pers.
Innovation/Learning
MEASURES
MEASURES
Increased crossover
Rate of adoption of other google products by Blogger
Usability focus
Customer feedback
Rate of Blogger adoption by users of other products
Continuous in-house testing and review
Ad embedding
Click rate for Google-placed ads
Marketing refinement
Rate of ad changes based on algorithmic processes
Click rate
Reduced human resources
Labor hours/usage hours ratio
Blogger HR budget/expenditures
Functionality increase
Time-to-market for new media supports
The above balanced scorecard is rather simply explained. From the financial perspective, Blogger's main goals are to ensure it does not present a cost burden to its parent company (Google), that it helps to contribute to Google's bottom line, and that it becomes a major part of Google's overall revenue/financial scheme. These are measured through costs, cash flow and profits, and the percentage of Google's overall revenue that comes from Blogger. Customers are seeking ease of use, innovation, and integration with other applications; the rate at which they complain or ask questions of Google support staff will measure ease of use, while Blogger's own turn-out of new features and customer adoption rates of these features will measure successful innovation. Integration success measures will focus on specific questions/complaints and rates application use. From an internal business perspective, Google will want to see Blogger leading to the use of other Google services as measured by actual crossover rates, successful ad embedding measured through simple click rates, and reduced human resources needs in running Blogger measured by actual expenses and by comparing labor to usage rates. Finally, goals from the innovation/learning perspective include a focus on usability, refined marketing techniques, and making Blogger the most effective multifunctional blogging tool around. Customer feedback and in house reviews will make sure the product is usable, while the speed and accuracy with which ads are placed will measure marketing refinement. The speed with which emerging media technologies are incorporated into Blogger's capabilities will ensure continued functionality increases at appropriate rates.
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