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Conclusion: New digital services introduce new challenges and opportunities to traditional performance measurement. Start with simple, repeatable metrics and recognise the imperfections in the initial stages of implementation. It is more important to capture data consistently and identify trends than it is to achieve precision. As the new services bed down and the organisation matures digitally, more sophisticated measures will emerge.

Measurement alone will not lead to digital success. Reliable data capture and critical analysis will yield valuable insights. Acting on these insights can lead to further investment in digital programs and be used to fine-tune existing digital services.

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