Building a Digital Measurement Plan - PSE Web 2013
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Building a Digital Measurement Plan - PSE Web 2013
- 1. Building a Digital Measurement Plan How to define, measure, and communicate the success of your digital marketing
- 2. Hi, I’m Matt
- 3. Matt Cooper Director of Digital Measurement @ ISL 14 Years Consulting Experience Areas of Expertise: • Digital Marketing Strategy • Analytics & Measurement • Web Application Development • E-Commerce • Google Adwords & Analytics Certified @mattc Email: mcooper@isl.ca
- 4. ISL Web Marketing & Development We are a Digital Marketing Agency that helps our clients connect with their customers across all digital channels, creating engaging user experiences that produce a measureable return on their investment Google Analytics & Adwords
- 5. Agenda Why you need a measurement plan 7 steps to developing a successful plan
- 6. Why do you need a measurement plan?
- 7. Why? Marketing budgets are down Accountability is up Your marketing needs to be smarter
- 8. A measurement plan delivers answers • What numbers should we measure? • What channels should we use? • How can we improve our campaign performance? • How do we communicate the results?
- 9. Step 1 Identify the right numbers
- 10. Step 1 – Identify the right numbers Vanity Metrics
- 11. Stop reporting vanity metrics Step 1 – Identify the right numbers Action
- 13. Step 2 – Establish your goals Business Objectives
- 14. Step 2 – Establish your goals Business Objectives Goal
- 15. Step 2 – Establish your goals All Web Traffic Do NOT Convert Convert on your goal Very valuable
- 16. Step 2 – Establish your goals Micro conversions
- 17. Step 2 – Establish your goals Macro conversions
- 18. Step 2 – Establish your goals Visitor behavior +
- 19. Step 2 – Establish your goals
- 20. Step 2 – Establish your goals Setup macro and micro conversions as goals Action
- 22. Step 3 – Define quality traffic
- 23. Step 3 – Define quality traffic • Guide applicants through the application process • Promote onsite tours & events • Generate leads for recruiters Recruitment guiding objectives:
- 24. Step 3 – Define quality traffic
- 25. Step 3 – Define quality traffic
- 26. Macro • RSVP to open house • Book a campus tour Micro • Used the requirements form • Download application form • Clicked recruiter email address Recruitment supporting goals Step 3 – Define quality traffic
- 27. Traffic quality scale Unengaged Interested Engaged Converting Bounce Don’t bounce View few pages Requirements Form Downloaded App Clicked recruiter email Open House RSVP Campus Tour Signup Micro Macro Step 3 – Define quality traffic
- 28. Step 3 – Define quality traffic Define your website traffic quality Action
- 29. Step 4 Segment your traffic quality
- 30. Advanced Segments Step 4 – Segment your traffic quality
- 31. Step 4 – Segment your traffic quality
- 32. Step 4 – Segment your traffic quality
- 33. Behavioral Metrics Step 4 – Segment your traffic quality
- 34. Step 4 – Segment your traffic quality Setup your websites quality segments Action
- 36. Step 5 – Identify your performing channels
- 37. Step 5 – Identify your performing channels
- 38. Step 5 – Identify your performing channels
- 39. Step 5 – Identify your performing channels
- 40. Step 5 – Identify your performing channels
- 41. Step 5 – Identify your performing channels
- 42. Engaged traffic Step 5 – Identify your performing channels
- 43. Converting traffic Step 5 – Identify your performing channels
- 44. One catch! Step 5 – Identify your performing channels
- 45. Click an Ad Visit the site Convert Step 5 – Identify your performing channels
- 46. Click an Ad Visit the site Leave Search Visit the site Convert Last click attribution Assisted conversion Step 5 – Identify your performing channels
- 47. Multi-channel funnels Step 5 – Identify your performing channels
- 48. Multi-channel funnels Step 5 – Identify your performing channels
- 49. Edu Industry – United States Step 5 – Identify your performing channels
- 50. Edu Industry – Canada Step 5 – Identify your performing channels
- 51. Think holistically Step 5 – Identify your performing channels
- 52. Identify top 3 last click channels Identify top 3 assisting channels Action Step 5 – Identify your performing channels
- 54. Use Case: Open House Step 6 – Optimize your campaigns
- 55. Open House campaign objectives • Raise awareness of the event • Promote date and time • Generate new undergrad applications Step 6 – Optimize your campaigns
- 56. Open House campaign tactics • Display • Paid search • Facebook (Organic & Paid) • Twitter • LinkedIn Ads Step 6 – Optimize your campaigns
- 57. Macro • RSVPs • Application downloads • Phone calls Micro • Watch video • Viewed virtual tour • Signed up for email newsletter Supporting goals Step 6 – Optimize your campaigns
- 58. Traffic quality scale Unengaged Interested Engaged Converting N/A Bounce Watched videos Clicked virtual tour Email signup Viewed other pages RSVPs Downloaded App Phone calls Micro Macro Step 6 – Optimize your campaigns
- 59. Google Analytics URL Builder Step 6 – Optimize your campaigns
- 60. Open House campaign tactics • Display • Paid search • Facebook (Organic & Paid) • Twitter • LinkedIn Ads Step 6 – Optimize your campaigns
- 61. Step 6 – Optimize your campaign www.ouruniversity.com/openhouse Facebook Sponsored post 2 Weeks left Open House 2013
- 62. Step 6 – Optimize your campaign Tagged URL
- 63. Step 6 – Optimize your campaigns
- 64. Step 6 – Optimize your campaigns Engaged traffic
- 65. Step 6 – Optimize your campaigns
- 66. Step 6 – Optimize your campaigns Define and setup campaign quality Optimize based on outcomes Action
- 67. Step 7 Communicate the results
- 68. Step 7 – Communicate the results
- 69. 12389 Unique Visitors Vanity Outcomes 328 Application Downloads 3.24 Pages / Visit 86 Newsletter Signups 2.16 Min / Visit 28 Tours booked Step 7 – Communicate the results Focus on outcomes
- 70. Outcomes Observations Recommendations Trends Step 7 – Communicate the results
- 71. Outcomes Step 7 – Communicate the results
- 72. Observations Step 7 – Communicate the results
- 73. Recommendations Step 7 – Communicate the results
- 74. Trends Step 7 – Communicate the results
- 75. Measure Learn Report Act Step 7 – Communicate the results
- 76. Outcomes Observations Recommendations Trends Step 7 – Communicate the results
- 77. Create a single page report Focus on outcomes Action Step 7 – Communicate the results
- 79. Step Summary – Creating a measurement plan 1. Identify the right numbers 2. Establish your goals 3. Define quality traffic 4. Segment quality traffic 5. Identify performing channels 6. Optimize your campaigns 7. Communicate the results
- 80. Thank you :) @mattc goo.gl/LdMsN