Direct marketing campaign plan template,video editor rotate free online,brand west marketing services,affordable seo services in bangalore - PDF Review

11.10.2015
This article guides you in understanding the value of the Digital Marketing & Measurement Model (notice the repeated emphasis on Marketing, not just Measurement), and how to create one for yourself.
The root cause of failure in most digital marketing campaigns is not the lack of creativity in the banner ad or TV spot or the sexiness of the website. Step one is to force us to identify the business objectives upfront and set the broadest parameters for the work we are doing. Step four is to set the parameters for success upfront by identifying targets for each KPI. My sincerest hope is that these questions will seed your discussions as you go through the five steps below. With that macro thought out of the way, let’s get going and look at a real example of the five step process to solidify this concept. This is a difficult question to answer because it requires more thinking that you might anticipate. Based on those discussions, in our case, we’ve identified three objectives: Create awareness, generate leads for the builders and highlight community events. Pro Tip: One way to ensure success is to forget that you are creating a set of videos or that you are building a site to host downloads of pdfs or that you are trying to mimic a campaign from Europe.
These goals provide clarity, but they also contain large chunks of specific marching orders for what the Marketers and Analysts need to get done. My definition: A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives.
I am sure your head is buzzing with all the possibilities for custom reports and things to report on, and how much clearer it is what you are supposed to do!


My definition: Targets are numerical values you’ve pre-determined as indicators of success or failure. Seek people who are accountable (client, management, Finance), they will help you identify targets for each KPI. This last part is one that is particularly meaningful to me because of its incredible value. When you log into Google Analytics or any other data source you are deluged by data and you could go in a million different directions. Identify the sources of traffic, types of people desirable, their attributes, their behavior, business outcomes that they care about the most. This was a lot of work, but I assure you that at this point you will thank God and your Cat that you worked this hard.
I hope that the two examples in this blog post will help inspire you to use the Digital Marketing & Measurement Model as the foundation of your web analytics efforts. Winners, well before they think data or tool, have a well structured Digital Marketing & Measurement Model. If your Digital Marketing & Measurement Model does not cover all three areas of your digital effort, then it is not complete. By making them happy with delightful events, at the construction site hopefully in model homes for sale, they can be converted into Net Promoters (to others) and Buyers (themselves). If you were responsible for getting 5 million visits in a month would you execute your campaign differently than if that number was 500k? They can come from other efforts (if my one hour long boring video can get 30k views in a week, should your two min peppy video get 1.2 million views?).


When you crack open Google Analytics, or other tools you’re using, you'll immediately jump with joy or weep when you see the KPI. Have a discussion with them about what the most important segments to focus on are for each goal.
Get the DMMM signed (preferably in blood!) so that all parties are clear on what everyone is supposed to be solving for. It is quite simply the lack of structured thinking about what the real purpose of the campaign is and a lack of an objective set of measures with which to identify success or failure. Or if you were supposed to reach 1,000 CMO’s would you remember not to use Social Media as your primary acquisition strategy?
The insights you derive will be of value because they are grounded in what’s important to the business and the leadership. Go for real world, clear, executable and those that deliver value to the company (short term and long). What’s important is that you never measure without having some sense of what good or bad performance looks like.



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