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Digital smb digital measurement model


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Digital smb digital measurement model

  1. 1. Digital Marketing andMeasurement Model Instructor | Roger Lopez @inemode
  2. 2. There is one difference betweenwinners and losers when it comes to Digital Strategies
  3. 3. Winners vs LoosersWinners, well before  they think data or  Losers Dont. tool, have a well  (Time to Train structured Digital  Or find a Marketing &  Replacement)Measurement Model
  4. 4. What is the Digital Marketing & Measurement Model 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  First developed by will measure to judge success  Avinash Kaushik or failure in a digital campaign Author, Digital Marketing Evangelist ‐ Google,  Co‐founder ‐ Market Motive
  5. 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. 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. 7. What is the Digital Marketing and Measurement ModelA Five Step Process To Guarantee Success:1. Business ObjectivesThe answer to the question: Why does your website/campaign exist?2. GoalsSpecific strategies youll leverage to accomplish your business objectives.3. Identify KPIsMetrics that helps you understand biz performance against biz objectives.4. TargetsNumerical values you have pre‐determined as indicators of success or failure.5. SegmentsA group of people, their sources, onsite behavior, or outcomes. Every action tied to business impact!
  8. 8. What is the Digital Marketing and Measurement ModelA 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. 9. What is the Digital Marketing and Measurement Model1. 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. 10. What is the Digital Marketing and Measurement Model2. 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. 11. What is the Digital Marketing and Measurement Model3. 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. 12. What is the Digital Marketing and Measurement ModelIf 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. 13. Digital Marketing and Measurement Model ExampleReal estate companyMain outcome is offline success Every action tied to business impact!
  14. 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. 15. What is the Digital Marketing and Measurement ModelStep 2: Identify Goals for each Objective.My definition: Goals are specific strategies youll leverage to accomplish the business objectives.Sr. Executives play a key role in this step. Every action tied to business impact!
  16. 16. What is the Digital Marketing and Measurement ModelStep 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 objectivesYou’ll lead the work in this stop, in partnership with a “data person” if you have one.
  17. 17. What is the Digital Marketing and Measurement ModelTry to look for smart KPIs? Here’s specific guidance to help you…
  18. 18. What is the Digital Marketing and Measurement ModelStep 4: Identify the Targets.My definition: Targets are numerical values you’ve pre‐determined as indicators of success or failureOrganization leaders play a key role here, with input from Marketing and Finance.
  19. 19. What is the Digital Marketing and Measurement ModelStep 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. 20. What is the Digital Marketing and Measurement ModelThat’s a lot of Work!!!! •Heres the sexiness:  •You now know whats 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. 21. What is the Digital Marketing and Measurement ModelOther examples ( e‐commerce retail) 
  22. 22. What is the Digital Marketing and Measurement ModelOther examples ( Non‐Profit) 
  23. 23. Elf on the shelfBusiness ObjectivesObjective Brand Sales Product Reinforce Online/ Improve Web sales Registration Offline adv.Goal Branded Traffic A. Improve conversions          A. Improve  B. Increase Customer per  Conversions order spend B. Visits until ConversionKPI Branded Traffic A. Conversion Rate A. Improve  B. Average order Value Conversions B. Visits until  ConversionSegment Traffic A. Traffic Source A. Traffic Source Source/Converted  B. Registered vs. New  B. Page Depth visits/Location Visitors C. LocationTarget Increase brand  A. Unknown until A. Unknown until  traffic by 5% in east  ecommerce figures are  baseline  coast 10% in west  given to me.  established coast
  24. 24. What is the Digital Marketing and Measurement Model
  25. 25. What is the Digital Marketing and Measurement Model For more in‐depth DMMM please Questions  Read Web Analytics 2.0Contact Roger: Twitter: @inemodeBlog/Web: www.inemode.comFB : 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.