Building a Digital Measurement Plan - PSE Web 2013
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Matt Cooper presented a 7 step process for building a digital measurement plan. The steps are: 1) Identify key metrics to measure beyond vanity metrics, 2) Establish business goals and objectives, 3) Define what constitutes quality traffic, 4) Segment traffic based on quality, 5) Identify top performing marketing channels, 6) Optimize campaigns based on segmentation and performance, 7) Communicate results in a report focusing on outcomes, observations, recommendations, and trends. The process helps define, measure, and communicate the success of digital marketing efforts.
Building a Digital Measurement Plan - PSE Web 2013
- 1. Building a Digital Measurement Plan How to de鍖ne, measure, and communicate the success of your digital marketing
- 2. Hi, Im Matt
- 3. Matt Cooper Director of Digital Measurement @ ISL 14 Years Consulting Experience Areas of Expertise: ≒ Digital Marketing Strategy ≒ Analytics & Measurement ≒ Web Application Development ≒ E-Commerce ≒ Google Adwords & Analytics Certi鍖ed @mattc Email: mcooper@isl.ca
- 4. ISL Web Marketing & Development We are a Digital Marketing Agency that helps our clients connect with their customers across all digital channels, creating engaging user experiences that produce a measureable return on their investment Google Analytics & Adwords
- 5. Agenda Why you need a measurement plan 7 steps to developing a successful plan
- 6. Why do you need a measurement plan?
- 7. Why? Marketing budgets are down Accountability is up Your marketing needs to be smarter
- 8. A measurement plan delivers answers ≒ What numbers should we measure? ≒ What channels should we use? ≒ How can we improve our campaign performance? ≒ How do we communicate the results?
- 9. Step 1 Identify the right numbers
- 10. Step 1 Identify the right numbers Vanity Metrics
- 11. Stop reporting vanity metrics Step 1 Identify the right numbers Action
- 13. Step 2 Establish your goals Business Objectives
- 14. Step 2 Establish your goals Business Objectives Goal
- 15. Step 2 Establish your goals All Web Traf鍖c Do NOT Convert Convert on your goal Very valuable
- 16. Step 2 Establish your goals Micro conversions
- 17. Step 2 Establish your goals Macro conversions
- 18. Step 2 Establish your goals Visitor behavior +
- 19. Step 2 Establish your goals
- 20. Step 2 Establish your goals Setup macro and micro conversions as goals Action
- 22. Step 3 De鍖ne quality traf鍖c
- 23. Step 3 De鍖ne quality traf鍖c ≒ Guide applicants through the application process ≒ Promote onsite tours & events ≒ Generate leads for recruiters Recruitment guiding objectives:
- 24. Step 3 De鍖ne quality traf鍖c
- 25. Step 3 De鍖ne quality traf鍖c
- 26. Macro ≒ RSVP to open house ≒ Book a campus tour Micro ≒ Used the requirements form ≒ Download application form ≒ Clicked recruiter email address Recruitment supporting goals Step 3 De鍖ne quality traf鍖c
- 27. Traf鍖c quality scale Unengaged Interested Engaged Converting Bounce Dont bounce View few pages Requirements Form Downloaded App Clicked recruiter email Open House RSVP Campus Tour Signup Micro Macro Step 3 De鍖ne quality traf鍖c
- 28. Step 3 De鍖ne quality traf鍖c De鍖ne your website traf鍖c quality Action
- 29. Step 4 Segment your traf鍖c quality
- 30. Advanced Segments Step 4 Segment your traf鍖c quality
- 31. Step 4 Segment your traf鍖c quality
- 32. Step 4 Segment your traf鍖c quality
- 33. Behavioral Metrics Step 4 Segment your traf鍖c quality
- 34. Step 4 Segment your traf鍖c quality Setup your websites quality segments Action
- 36. Step 5 Identify your performing channels
- 37. Step 5 Identify your performing channels
- 38. Step 5 Identify your performing channels
- 39. Step 5 Identify your performing channels
- 40. Step 5 Identify your performing channels
- 41. Step 5 Identify your performing channels
- 42. Engaged traf鍖c Step 5 Identify your performing channels
- 43. Converting traf鍖c Step 5 Identify your performing channels
- 44. One catch! Step 5 Identify your performing channels
- 45. Click an Ad Visit the site Convert Step 5 Identify your performing channels
- 46. Click an Ad Visit the site Leave Search Visit the site Convert Last click attribution Assisted conversion Step 5 Identify your performing channels
- 47. Multi-channel funnels Step 5 Identify your performing channels
- 48. Multi-channel funnels Step 5 Identify your performing channels
- 49. Edu Industry United States Step 5 Identify your performing channels
- 50. Edu Industry Canada Step 5 Identify your performing channels
- 51. Think holistically Step 5 Identify your performing channels
- 52. Identify top 3 last click channels Identify top 3 assisting channels Action Step 5 Identify your performing channels
- 54. Use Case: Open House Step 6 Optimize your campaigns
- 55. Open House campaign objectives ≒ Raise awareness of the event ≒ Promote date and time ≒ Generate new undergrad applications Step 6 Optimize your campaigns
- 56. Open House campaign tactics ≒ Display ≒ Paid search ≒ Facebook (Organic & Paid) ≒ Twitter ≒ LinkedIn Ads Step 6 Optimize your campaigns
- 57. Macro ≒ RSVPs ≒ Application downloads ≒ Phone calls Micro ≒ Watch video ≒ Viewed virtual tour ≒ Signed up for email newsletter Supporting goals Step 6 Optimize your campaigns
- 58. Traf鍖c quality scale Unengaged Interested Engaged Converting N/A Bounce Watched videos Clicked virtual tour Email signup Viewed other pages RSVPs Downloaded App Phone calls Micro Macro Step 6 Optimize your campaigns
- 59. Google Analytics URL Builder Step 6 Optimize your campaigns
- 60. Open House campaign tactics ≒ Display ≒ Paid search ≒ Facebook (Organic & Paid) ≒ Twitter ≒ LinkedIn Ads Step 6 Optimize your campaigns
- 61. Step 6 Optimize your campaign www.ouruniversity.com/openhouse Facebook Sponsored post 2 Weeks left Open House 2013
- 62. Step 6 Optimize your campaign Tagged URL
- 63. Step 6 Optimize your campaigns
- 64. Step 6 Optimize your campaigns Engaged traf鍖c
- 65. Step 6 Optimize your campaigns
- 66. Step 6 Optimize your campaigns De鍖ne and setup campaign quality Optimize based on outcomes Action
- 67. Step 7 Communicate the results
- 68. Step 7 Communicate the results
- 69. 12389 Unique Visitors Vanity Outcomes 328 Application Downloads 3.24 Pages / Visit 86 Newsletter Signups 2.16 Min / Visit 28 Tours booked Step 7 Communicate the results Focus on outcomes
- 70. Outcomes Observations Recommendations Trends Step 7 Communicate the results
- 71. Outcomes Step 7 Communicate the results
- 72. Observations Step 7 Communicate the results
- 73. Recommendations Step 7 Communicate the results
- 74. Trends Step 7 Communicate the results
- 75. Measure Learn Report Act Step 7 Communicate the results
- 76. Outcomes Observations Recommendations Trends Step 7 Communicate the results
- 77. Create a single page report Focus on outcomes Action Step 7 Communicate the results
- 79. Step Summary Creating a measurement plan 1. Identify the right numbers 2. Establish your goals 3. De鍖ne quality traf鍖c 4. Segment quality traf鍖c 5. Identify performing channels 6. Optimize your campaigns 7. Communicate the results
- 80. Thank you :) @mattc 油乙看看.乙鉛/晦糸珂壊鰻