This document discusses measuring success in digital marketing. It notes that digital marketing combines technology and social sciences to reach and convince consumers. It recommends simplifying strategies to track performance in the complex digital landscape. A four-step approach is outlined: 1) decide what to measure 2) measure what counts 3) understand customer journeys 4) optimize journeys by improving measures. An example company, MadeInAFreeWorld, is mentioned. Tools like paid ads, email, social media, and all-in-one platforms are listed that can help with measurement.

1. Measuring Your Success in
Digital
Bud Gibson
Director, EMU Center for Digital Engagement
CenterForDigitalEngagement.org
fgibson@emich.edu

2. Our Challenge
• Digital marketing is a combination of
information technology and the social
sciences.
• We must reach the right consumers and
convince them of our solution.
• The technology stack is complex and
evolving
• Large scale distribution platforms
• Traditional websites & mobile
• Internet Infrastructure
• Devices
• Connect and convert consumers on
properties we own and those we don’t

3. You need a simplification strategy
to track how you are doing in this
mess

4. Four Steps
1. Decide what counts
2. Measure what counts
3. Understand your customer’s journey
4. Optimize your customer’s journey by improving your
measures on what counts

5. Example: MadeInAFreeWorld.org

9. Tools that can help
• Paid advertising
• Google AdWords
• Facebook Ads Manager
• Email-driven
• Mailchimp
• Constant Contact …
• Various social listening and SEO
tools
• Moz
• All-in-one
• Hubspot: lead gen through
content
• Marketo: lead gen through email
• Shopify: ecommerce

10. Connect with Us
• Upcoming events
• November 13: The Search Marketing Workshop featuring GM’s Director of
Digital Advertising and Analytics and many panels targeted at all size
businesses. http://TheSearchMarketingWorkshop.com
• December 11: John Patterson, Head of Social Media at Kelly Services. Register
at: http://CenterForDigitalEngagement.org
• Web: http://CenterForDigitalEngagement.org
• Email: fgibson@emich.edu