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Eight steps to an effective digital measurement strategy 2015

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Measurement is at the core of effective digital marketing. With a strategy in place that clearly defines the data you need to measure success, you’ll be able to show how marketing contributes to your organization’s bottom line.

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Eight steps to an effective digital measurement strategy 2015

  1. 1. Eight Steps to an Effective Digital Measurement Strategy 1© 2015 Webtrends, Inc.
  2. 2. Measurement is at the core of effective digital marketing. With a strategy in place that clearly defines the data you need to measure success, you’ll be able to show how marketing contributes to your organization’s bottom line. When developing a measurement strategy, here are eight must-do steps: 2© 2015 Webtrends, Inc.
  3. 3. Define your business goals Whether it’s to raise brand awareness, increase revenues or something unique, your overall business goals should be at the core of your measurement strategy.1 3© 2015 Webtrends, Inc.
  4. 4. Define your customer segments Begin with a few broader segments and build your measurement strategy around the needs of each one.2 click to tweet 4© 2015 Webtrends, Inc.
  5. 5. Understand your multi-channel customer journey 3How do your customer segments engage with your business? Do they start on mobile but finish booking on your website? 5© 2015 Webtrends, Inc.
  6. 6. Map your business objectives to KPIs 4 Online Sales Customer Satisfaction What are the KPIs needed to measure your customers’ interactions with your brand? 6© 2015 Webtrends, Inc.
  7. 7. Establish the technical infrastructure to collect the necessary metrics Consolidate all of that collected data into a single unified place – this is necessary to avoid measurement silos and see your business as a whole. 5 click to tweet 7© 2015 Webtrends, Inc.
  8. 8. Define the reporting needs of the business Report back to the business stakeholders in a way that is meaningful and consumable. Sales Marketing IT Product 6 click to tweet 8© 2015 Webtrends, Inc.
  9. 9. Make it actionable Show how to take action on the insights, rather than just produce another report.7 Sales Report Invest in Campaign A Discontinue Campaign B click to tweet 9© 2015 Webtrends, Inc.
  10. 10. Instigate a data governance process Define a process for evolving and updating your measurement and data collection. Be sure clear ownership is defined and processes documented. 8 Collect Report Distribute 10© 2015 Webtrends, Inc.
  11. 11. A measurement strategy is not simply about developing a dashboard or sending out reports every week. Organizations need formal measurement strategies and processes in place that align with overall business objectives. This helps ensure all digital marketing activities contribute to the bottom line! 11© 2015 Webtrends, Inc.
  12. 12. Want to learn more about building a strong digital measurement strategy? Visit webtrends.com Click to Visit click to tweet 12© 2015 Webtrends, Inc.

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