Senior Account Manager
Posted on May 26, 2017
A digital marketing campaign can take months to plan, even longer to implement and can consume a huge proportion of your marketing budget. But, it’s the 21st century and everyone is digitally active so it’s worth it, right? Not without a Digital Marketing and Measurement Model (DMMM) in place.
Most digital marketing campaigns fail because of the lack of structured thinking about what the real purpose of the campaign is, and without this understanding it’s impossible to set effective measures with which to identify success or failure.
A well-structured Digital Marketing and Measurement Model will enable you get the most out of web analytics. It’ll help you clarify the purpose of your marketing campaign and what you hope to get out of it, while setting clearly-defined metrics to allow you to keep track of your campaign’s performance.
The model comprises of five key components to help identify the business objectives and goals, highlight the key performance indicators and their targets and finally, to clarify what segments will be analysed to understand why the campaign was a success or failure. Each of these steps must focus on the three keys areas of your marketing – behaviour, customers and acquisition. If your DMMM does not cover any of these components or areas, then it is not complete and will need revisiting.
Step 1: Identify the business objectives
This may seem like an easy one to start with but it requires more thinking than you might anticipate. Setting up a new landing page to host event videos is not your objective, generating leads to pass onto the sales team is the main focus. To put it simply, why does the digital marketing campaign exist?
Step 2: Identify goals for each objective
Goals are specific strategies you’ll leverage to accomplish the business objectives. They provide clarity and begin to outline orders for the marketing team or supporting agency. For example, to meet the objective of generating new leads, a website goal would include capturing leads through online forms.
Step 3: Identify the key performance indicators
This is where metrics come into play to help you understand how you are doing against your objectives. Try to set smart KPIs to improve measurability. The number of online form completions from a particular webpage is much better than overall website clicks.
Step 4: Identify the targets
Now we need to add numerical values to the KPIs to indicate campaign success or failure (if possible, use historical performance to help). These targets will make everybody’s life much easier when using analytical tools and reporting back to the business.
Step 5: Identify segments for analysis
This final step is incredibly valuable and helps narrow down your analytics even further. For example, you’ve exceed your targets which is great, but have they been exceeded by the group of people that you were hoping for? Identify the sources of traffic, types of people desirable, their attributes, and their behaviour and business outcomes to get the optimal segments.
The completed DMMM will ensure all insights are of value to the business and future recommendations will be backed by relevant, focused data analysis.