Measuring what moves the needle, not just what happened.
A phased plan to evolve your reporting from a record of activity into a clear read on effectiveness — so every number answers the question that matters: is this working?
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Outcomes, not activities
Shift the story from what was completed toward what was achieved.
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Trends over time
See how each period compares to the last — direction, not just totals.
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Recommendations
Every report ends with a clear read and the next step it points to.
Five phases, sequenced so each one unlocks the next.
- This week In place
Sharpening the current report
You gain: Numbers you can actually read at a glance.
- Broker and HR audiences split apart — Broker engagement is now isolated, since brokers are the growth channel.
- Benchmarks on every email metric — Each open and click rate now shows whether it's strong, average, or soft.
- Period-over-period comparisons — Every key number carries its trend, not just its total.
- Mindfulness & resilience toolkit tracked from day one — The newly upgraded page is now a permanent line so we can watch it grow.
- This week In place
Seeing broker behavior
You gain: A picture of what brokers actually do on the page.
- Heatmaps on the broker pages — We can now see what brokers click, read, and skip, and adjust the content accordingly.
- A dedicated broker campaign landing page — A single, trackable destination for every broker touchpoint, kept separate from general site traffic.
- Coming weeks Building
Connecting the campaign to the click
You gain: The line from an email sent to a form filled out.
- Trackable newsletter & PDF links — So we can finally show how many people open and read the HRW each month, even when shared outside the portal.
- Campaign tagging across every link, QR code, and PDF — One consistent system that ties each touchpoint back to the broker campaign.
- Video plays tracked as events — Each time a broker starts one of the videos, it's counted, so we can see which stories actually get watched.
- A conversion view — Email sent, opened, clicked, and through to the form, as one connected path.
- Coming weeks Building
Closing the loop to real business
You gain: Form submissions connected to actual opportunities.
- Form submissions as a headline metric — The moment a broker or HR contact raises their hand becomes the primary measure of success.
- A shared handoff with your team — A simple rhythm for Concern to flag which submissions become real conversations, so we can trace outreach all the way to the pipeline.
- Ongoing Building
A report that keeps earning its place
You gain: Sharper messaging and a leaner, more effective spend.
- Testing what resonates with brokers — Comparing approaches so the content earns attention rather than assuming it.
- Leading and lagging signals, side by side — Reach and engagement alongside form submissions and pipeline, so soft and hard wins each get their due.
- Direct broker feedback folded in — Pairing the data with what brokers themselves tell us they want to see.
The instrumentation goes in now; the data accrues over the coming weeks. By the end, every report tells you whether the work is working — and what to do next.