Eight steps to an effective digital measurement strategy 2015

Eight Steps to an Effective Digital Measurement Strategy

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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.

When developing a measurement strategy, here are eight must-do steps:

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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

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Define your customer segmentsBegin with a few broader segments and build your measurement strategy around the needs of each one. 2 click to tweet

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Understand your multi-channel customer journey3 How do your customer segments engage with your business? Do they start on mobile but finish booking on your website?

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Map your business objectives to KPIs 4

Online Sales Customer Satisfaction

What are the KPIs needed to measure your customers’ interactions with your brand?

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Establish the technical infrastructure to collect the necessary metricsConsolidate all of that collected data into a single unified place – this is necessary to avoid measurement silos and see your business as a whole.

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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

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Make it actionableShow how to take action on the insights, rather than just produce another report. 7

Sales Report

Invest in Campaign A

Discontinue Campaign B

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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

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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!

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Want to learn more about building a strong digital measurement strategy?

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