Digital Marketing Auditing – Dynamic Prioritization

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Dynamic Prioritization
Digital Marketing Auditing
Borislav Kiprin

"What are the advantages of Dynamic Prioritization compared to others more commonly used, like “first in first out”?
Dynamic prioritization differs mainly on the approach of setting the goals and work towards achieving the through the employment of outcome based techniques..."

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Digital Marketing Auditing – Dynamic Prioritization

  1. 1. EI MDMK10 Borislav Kiprin Dynamic Prioritization Digital Marketing Auditing – Session 7 Individual Report Plovdiv, 4024 Phone: +359 879993700 E-Mail: bk@borislavkiprin.com Web: www.borislavkiprin.com
  2. 2. 2 Borislav Kiprin What are the advantages of Dynamic Prioritization compared to others more commonly used, like “first in first out”? Dynamic prioritization differs mainly on the approach of setting the goals and work towards achieving the through the employment of outcome based techniques, flexibility and time efficiency. The basic outline of this model can be found in the table bellow: • Business impact - Starting point is the fiscal impact a change will have on the current business. As well as alignment and involvement with the rest of the business organization (financial, sales, customer service departments etc.) • Optimizing the resources - Introducing flexibility and no log-term project dedication that will render the new project development start impossible. • Faster release cycle - Dissecting projects to smaller ones and increasing the testing and changes introduction pace. • Financially accountable initiatives - Analysis and benchmark against forecasts. How can we forecast potential impact of a change done on a website? Although, it is hard to put a specific number on an impact, one can make an educated guess by working with the following process: • Assign value tags to site and business KPIs. Do that through research on attitudinal, behavioral and competitive data. Also run tests and talk to other departments to see things into perspective. • Compare the opportunities you nominated by evaluating the cost, chances, profit vs. revenue, offline impact, timeline to implement and payback. But don't forget the overall impact on the UX1. • Choose the ones that make sense and remain flexible. The web is a dynamic environment that changes all the time. Couple of weeks ahead you might see other opportunities & priorities. • Observe, analyze and evaluate. These three actions are the cornerstones of helping the estimation more exact through amassing experience and data gathering. What are the key factors to get to an efficient prioritization process? There are few steps that an organization has to take in order to move to a more efficient prioritization process. This involves taking more practical approach and letting emotions out by starting on a small scale, not raising high expectations and last but not least getting the support from an executive that will drive the change through in case there is resistance. focus on the business and try to get a few wins at the beginning. No one trusts losers. If you were the marketing manager of this company, which order of analysis would you choose? Explain your decision! I would chose the following prioritization of the projects – 1) Onsite Search analysis; 2) Purchase process and 3) Lead Generation. My reasoning is that the onsite search analysis will give insights on the user preferences (product popularity) and clearly indicate what is difficult to find through navigation, for example. On the other hand the purchasing process is related directly to the business goals of the company and its existence. Having in mind that the current performance is below the average in the industry, there is clearly a way to improve it. Competitive research combined with behavioral and attitudinal data will drive the change. Lead generation is great in general, but in this particular case the traffic will come from the online campaign and be raise its conversion rate. However, a generated lead is not always converted to purchase, so in this sense it will be not of such importance as the amelioration of the purchasing process itself would be. 1 UX = User Experience

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