Understanding the performance of each campaign is very important for the success of awareness programs, after all, it is through these metrics that decisions are made.
Therefore, it is essential to analyze the KPIs and understand how each action is impacting people's routines and especially the organization's security.
However, many institutions neglect this step and thus end up wasting valuable opportunities for improvement. It is necessary to understand that without concrete results, it is not possible to implement a security policy.
Why evaluate awareness campaigns?
Indicators are essential, because they guide campaigns and demonstrate the effectiveness of every awareness program, providing data that allows us to understand the real impact of initiatives.
In addition, it is precisely these metrics that help the IT team to identify if the campaigns are achieving the proposed objectives.
That is, if the training is being effective, if people are checking emails and other information, and if they are complying with the learning steps. Everything is clear and more objective when you have indicators.
It is necessary to understand that without these measurements, it is difficult to determine if awareness is really being transformed into practical actions or if campaigns need adjustments.
In addition, knowing who has been impacted by training is essential to assess the effectiveness of awareness programs and to know how people are engaging in these actions.
This is usually a thermometer to assess whether the training content is being assimilated properly, or if more constant reinforcement is needed.
Metrics are important because they allow you not only to evaluate the success of awareness campaigns, but also to adjust training and awareness strategies in a more effective and personalized way.
They help identify gaps in knowledge, areas of risk in the company, and opportunities for continuous improvement in awareness programs.
What metrics to use to evaluate awareness campaigns?
As we have seen, metrics play a very important role in awareness campaigns and help in various decision-making, because they are essential for:
Evaluate the effectiveness of awareness campaigns;
Measure the impact of the actions taken;
Identify points for improvement.
But for organizations to be able to measure these impacts, it is important to understand that there are some essential metrics that need to be used.
Open rate
This is an initial indicator of engagement, because the open rate indicates the percentage of people who opened the email or message sent during the campaign.
This metric is the first point of contact between the person and the message, evaluating the effectiveness of elements such as the subject of the email, the preview of the message, and the time of sending.
Therefore, if the organization sends a phishing simulation, for example, it will be able to identify how many people opened the email if that message was really true.
By identifying this metric, it is possible to analyze some aspects, such as the low opening rate, which may indicate that the message did not attract attention or was not sent at an ideal time.
Click-through rate
The Click-Through Rate is responsible for measuring the percentage of people who clicked on the links in the message, such as mock tests, support materials or invitations to training.
This metric directly evaluates people's interest and proactivity in interacting with the content provided.
It is important for a few reasons, for example, if the message was a communication or even a training, a good click-through rate demonstrates that the content was attractive and relevant to the audience.
If the message was a simulation of a coup, it demonstrates people's lack of maturity and indicates that training needs to be reinforced, so that all people know how to identify and protect themselves from these actions.
Recidivism rate
A good awareness program has phishing simulations that help prepare people so that they know how to identify real actions.
Therefore, this metric evaluates the number of people who continue to fall for phishing simulations, even after receiving training and guidance.
Recidivism is a critical metric for measuring behavior change and learning retention. It is responsible for identifying the engagement and efficiency of training.
This is because high recidivism may indicate that the training is not being effective or that the content is not reaching all levels of understanding. In addition, it can be a reflection of an organizational culture that does not value digital security.
To combat this, it is important to offer personalized training for repeat offenders and reinforce awareness more frequently.
Training completion rate
As important as knowing how many people have opened the messages of announcements or simulations and knowing which repeat offenders continue to fall in the tests and knowing how many of them have actually completed the training.
The training completion rate measures the percentage of people who have completed the proposed training modules, this indicator is essential to assess the adherence and commitment of participants to the awareness program.
It is very important to be aware of these metrics, as a low completion rate can indicate a lack of motivation, problems in the training format, or difficulties in accessing the platform.
By understanding what is happening, organizations are able to implement solutions that include offering shorter and more interactive training, reinforcing the importance of campaigns, and ensuring that modules are accessible on different devices.
Collect feedback
Well, this is not a metric, but let's say it's a bonus tip to help you evaluate and measure campaigns, in addition to the results, it is very important to listen to people, because they are the ones who receive these actions and are responsible for data protection.
To collect this feedback, use qualitative surveys or questionnaires, evaluating people's perception of the content, relevance and effectiveness of the training.
Understanding each individual's perceptions helps to adjust the tone, format, and content of trainings, making them more effective.
It is important that leaders are open to all opinions, because negative feedback can indicate that materials need to be more personalized, interactive, or applicable to each person's day-to-day situations.
Therefore, by using metrics and collecting this feedback in an integrated way, it is possible to evaluate not only the immediate engagement of campaigns, but also their long-term impact, promoting an effective safety culture within the organization.
How PhishX turns data into strategy
PhishX is a complete ecosystem, which works to raise people's awareness, on our platform it is possible to implement training, send communications, perform phishing simulations, on a single platform.
With this, organizations can identify and evaluate essential indicators in awareness campaigns through our PhishX Analytics platform, which centralizes and manages data efficiently.
With PhishX Analytics, organizations can track results in real time and access specific KPIs for campaign indicators such as:
Open rates;
Clicks in mock exams and recidivism;
Impact of campaigns across the organization.
In addition, the platform offers tools to manage and monitor these indicators, allowing you to view customized charts that are adaptable to the needs of each company.
This functionality helps identify people with better or worse performance, as well as those who relapse into risky behaviors, enabling targeted corrective actions.
The tool's flexibility also allows you to cross-reference correlated data, such as the relationship between recidivism rates and training completion, or to evaluate how changes in communication impact the opening and click-through rate.
Another differential of PhishX Analytics is the simplicity in exporting data, which can be done instantly, ensuring transparency and efficiency in the communication of results to different stakeholders.
By providing a broad and detailed view, the platform empowers organizations to transform data into valuable insights, facilitating more assertive decision-making.
With comprehensive, customizable, and integrable functionalities, PhishX Analytics stands out as a complete solution to enhance awareness campaigns, promoting a safer and more conscious organizational culture.
This results-focused and people-focused approach helps companies identify gaps, reinforce training, and increase the effectiveness of their safety actions.
Want to know more? Schedule a conversation with our experts, get to know the PhishX ecosystem and get all the results you need at your fingertips in a single platform.
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