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Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
Ecommerce School: Roger Lopez on Digital Measurement Model
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Ecommerce School: Roger Lopez on Digital Measurement Model

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This will cover understanding the value of the Digital Marketing & Measurement Model and how to create one for yourself. This will identify if your campaign was a success or a failure.

This will cover understanding the value of the Digital Marketing & Measurement Model and how to create one for yourself. This will identify if your campaign was a success or a failure.

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  • 1. Digital Marketing and Measurement Model Instructor | Roger Lopez @inemode Twitter: @inemode www.linkedin.com/in/iamroger
  • 2. There is one difference between winners and losers when it comes to Digital Strategies
  • 3. Winners vs Loosers Winners, well before  they think data or  tool, have a well  structured Digital  Marketing &  Measurement Model Losers Don't. (Time to Train Or find a Replacement)
  • 4. What is the Digital Marketing & Measurement Model First developed by Avinash Kaushik Author,  Digital Marketing Evangelist ‐ Google,  Co‐founder ‐ Market Motive The Digital Marketing &  Measurement Model is a  simple, structured, five step  process. It will help you to  structure your thinking about  your real purpose. And you’ll  be able to identify what you  will measure to judge success  or failure in a digital campaign
  • 5. Digital Marketing and Measurement Model The root cause of failure in most  digital marketing campaigns?  •Not the lack of creativity in the  banner ad or TV spot . •The sexiness of the website.  •It is not even (often) the  people involved.
  • 6. Digital Marketing and Measurement Model The root cause of failure in most  digital marketing campaigns?  •Lack of structured thinking about what the real  purpose of the campaign is  •Lack of an objective set of measures with which to  identify success or failure.
  • 7. What is the Digital Marketing and Measurement Model A Five Step Process To Guarantee Success: 1. Business Objectives The answer to the question: Why does your website/campaign exist? 2. Goals Specific strategies you'll leverage to accomplish your business  objectives. 3. Identify KPIs Metrics that helps you understand biz performance against biz  objectives. 4. Targets Numerical values you have pre‐determined as indicators of success or  failure. 5. Segments A group of people, their sources, onsite behavior, or outcomes. Every action tied to business impact!
  • 8. What is the Digital Marketing and Measurement Model A complete, and competent, Digital Marketing & Measurement Model  will focus on three key areas of your marketing, and in each answer the  cluster of questions provided: 1. Acquisition. 2. Behavior. 3.  Outcomes. Every action tied to business impact!
  • 9. What is the Digital Marketing and Measurement Model 1. Acquisition. •How are you anticipating acquiring traffic for your website? / YT video /  whatever else you are creating?  •Did you cover all three components of successful acquisition: Earned,  Owned, Paid media?  •How would you prioritize each? • Where are you spending most of your efforts? Every action tied to business impact!
  • 10. What is the Digital Marketing and Measurement Model 2. Behavior. •What is the behavior you are expecting when people arrive? What  pages should they see?  •What videos should they watch?  •Should they visit repeatedly?  •Are there certain actions they should take?  •What is unique about your effort that ties to an optimal experience for  a customer? Every action tied to business impact!
  • 11. What is the Digital Marketing and Measurement Model 3. Outcomes. •What outcomes signify value delivered to the business bottom‐line? •A download? •A phone call to your call center?  •A qualified online lead?  •Signing up for email promotions?  •People buying your product / services ?  •A 10 point lift in brand perception? Every action tied to business impact!
  • 12. What is the Digital Marketing and Measurement Model If your Digital Marketing & Measurement Model does not cover all three  areas of your digital effort, then it is not complete.  Please consider revisiting it.  Don’t accept a mediocre model. If not.. its time get your team trained (in‐house ) or find a new web team  (outsourced) Every action tied to business impact!
  • 13. Digital Marketing and Measurement Model Example Real estate company Main outcome is offline success Every action tied to business impact!
  • 14. Sr. Executives play a key role in this step. What is the Digital Marketing and Measurement Model Step 1: Identify the Business Objectives.  •Ask this question: Why does your website/campaign exist? (Think of acquisition, behavior  and outcomes.) Sr. Executives play a key role in this step. Your objectives  should be  DUMB Doable. Understandable Manageable. Beneficial. Every action tied to business impact!
  • 15. What is the Digital Marketing and Measurement Model Step 2: Identify Goals for each Objective. My definition: Goals are specific strategies you'll leverage to accomplish  the business objectives. Sr. Executives play a key role in this step. Every action tied to business impact!
  • 16. What is the Digital Marketing and Measurement Model Step 3: Identify the Key Performance Indicators. DATA!!! My definition: A key performance indicator (KPI) is a metric that helps you understand  how you are doing against your objectives You’ll lead the work in this stop, in partnership with a “data person” if you have one.
  • 17. What is the Digital Marketing and Measurement Model Try to look for smart KPIs? Here’s specific guidance to help you…
  • 18. What is the Digital Marketing and Measurement Model Step 4: Identify the Targets. My definition: Targets are numerical values you’ve pre‐determined as indicators of  success or failure Organization leaders play a key role here, with input from Marketing and Finance.
  • 19. What is the Digital Marketing and Measurement Model Step 5: Identify valuable Segments for analysis. My definition: A group of people, their sources, onsite behavior, and outcomes. You’ll provide leadership here and if you did a great job then your DMMM will look  something like this
  • 20. What is the Digital Marketing and Measurement Model That’s a lot of Work!!!! •Here's the sexiness:  •You now know what's important and where to start and what  to focus on.  •Your boss/client knows what success or failure looks like and  how to connect her/his business objectives to your data. •Prioritized business focus for relevant data analysis!
  • 21. What is the Digital Marketing and Measurement Model E‐commerce retail Example 
  • 22. What is the Digital Marketing and Measurement Model Other examples ( Non‐Profit) USMC 
  • 23. Business Objectives Objective Elf on the shelf Product Registration Brand Sales Reinforce Online/ Offline adv. Improve Web sales Goal Branded Traffic A. Improve conversions          A. Improve  B. Increase Customer per  Conversions order spend B. Visits until Conversion KPI Branded Traffic A. Conversion Rate B. Average order Value A. Improve  Conversions B. Visits until  Conversion Segment Traffic Source/Converted  visits/Location A. Traffic Source B. Registered vs. New  Visitors C. Location A. Traffic Source B. Page Depth Target Increase brand  traffic by 5% in east  coast 10% in west  coast A. Unknown until A. Unknown until  ecommerce figures are  baseline  given to me.  established
  • 24. What is the Digital Marketing and Measurement Model
  • 25. What is the Digital Marketing and Measurement Model Questions  Contact Roger: roger@lopezaguirre.com Twitter: @inemode Blog/Web:  DOMYOWNPESTCONTROL.COM For more in‐depth DMMM please  Read Web Analytics 2.0 Linkedin www.linkedin.com/in/iamroger/ Note: 100% of the author’s proceeds from this  book will be donated to two charities, The  Smile Train and The Ekal Vidyalaya Foundation,  to assist in their efforts in making our world a  better place.

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