Digital Marketing Auditing – Dynamic Prioritization
Digital Marketing Auditing
"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..."
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
• 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
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