LEARNING - Digital Marketing · ZMOT Purchase funnel new reality 3 Complex purchasing funnel spanning through online and offline. Measurement Plan Example 4 KPIs: Revenue Tactic 2

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ZMOT Purchase funnel new reality

3

Complex purchasing funnel spanning through online and offline

Measurement Plan Example

4

KPIs:Revenue

Tactic 2Drive Store Visits

Tactic 1Sell Online

Avg. Value

KPIs:Find Store Location

Printed Coupon

Strategy: Sell Products

KPIs:Newsletter sign up

Play video

Strategy: Engage Users

Tactic 1Blog Engagement

Tactic 2Site Engagement

KPIs:Recency/Frequency

Social Share

Business Objective: Help people enjoy the outdoors through innovative products

Marketing Channel

New vs Returning

Tools to use to build tests:

5

Funnel visualisation

6

Where you should spend your efforts?

7

Build Improvement Hypothesis

8

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