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.