Digital smb digital measurement model
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Winners of digital marketing campaigns have a well-structured Digital Marketing and Measurement Model (DMMM) before considering tools or data. The DMMM is a 5-step process developed by Avinash Kaushik to structure thinking around business objectives, goals, key performance indicators (KPIs), targets, and segments. It focuses marketing efforts on acquisition, behavior, and outcomes. Developing a complete DMMM ensures marketing actions are tied to business impact by identifying why a campaign exists and how success will be measured. Those without a DMMM risk failing to connect digital tactics to overall business goals.
Digital smb digital measurement model
- 1. Digital Marketing and Measurement Model Instructor | Roger Lopez @inemode
- 2. There is one difference between winners and losers when it comes to Digital Strategies
- 3. Winners vs Loosers Winners, well before they think data or Losers Don't. tool, have a well (Time to Train structured Digital Or find a Marketing & Replacement) Measurement Model
- 4. What is the Digital Marketing & Measurement Model The Digital Marketing & Measurement Model is a simple, structured, five step process. It will help you to structure your thinking about your real purpose. And you’ll be able to identify what you First developed by will measure to judge success Avinash Kaushik or failure in a digital campaign Author, Digital Marketing Evangelist ‐ Google, Co‐founder ‐ Market Motive
- 5. Digital Marketing and Measurement Model The root cause of failure in most digital marketing campaigns? •Not the lack of creativity in the banner ad or TV spot . •The sexiness of the website. •It is not even (often) the people involved.
- 6. Digital Marketing and Measurement Model The root cause of failure in most digital marketing campaigns? •Lack of structured thinking about what the real purpose of the campaign is •Lack of an objective set of measures with which to identify success or failure.
- 7. What is the Digital Marketing and Measurement Model A Five Step Process To Guarantee Success: 1. Business Objectives The answer to the question: Why does your website/campaign exist? 2. Goals Specific strategies you'll leverage to accomplish your business objectives. 3. Identify KPIs Metrics that helps you understand biz performance against biz objectives. 4. Targets Numerical values you have pre‐determined as indicators of success or failure. 5. Segments A group of people, their sources, onsite behavior, or outcomes. Every action tied to business impact!
- 8. What is the Digital Marketing and Measurement Model A complete, and competent, Digital Marketing & Measurement Model will focus on three key areas of your marketing, and in each answer the cluster of questions provided: 1. Acquisition. 2. Behavior. 3. Outcomes. Every action tied to business impact!
- 9. What is the Digital Marketing and Measurement Model 1. Acquisition. •How are you anticipating acquiring traffic for your website? / YT video / whatever else you are creating? •Did you cover all three components of successful acquisition: Earned, Owned, Paid media? •How would you prioritize each? • Where are you spending most of your efforts? Every action tied to business impact!
- 10. What is the Digital Marketing and Measurement Model 2. Behavior. •What is the behavior you are expecting when people arrive? What pages should they see? •What videos should they watch? •Should they visit repeatedly? •Are there certain actions they should take? •What is unique about your effort that ties to an optimal experience for a customer? Every action tied to business impact!
- 11. What is the Digital Marketing and Measurement Model 3. Outcomes. •What outcomes signify value delivered to the business bottom‐line? •A download? •A phone call to your call center? •A qualified online lead? •Signing up for email promotions? •People buying your product / services ? •A 10 point lift in brand perception? Every action tied to business impact!
- 12. What is the Digital Marketing and Measurement Model If your Digital Marketing & Measurement Model does not cover all three areas of your digital effort, then it is not complete. Please consider revisiting it. Don’t accept a mediocre model. If not.. its time get your team trained (in‐house ) or find a new web team (outsourced) Every action tied to business impact!
- 13. Digital Marketing and Measurement Model Example Real estate company Main outcome is offline success Every action tied to business impact!
- 14. Sr. Executives play a key role in this step. What is the Digital Marketing and Measurement Model Step 1: Identify the Business Objectives. •Ask this question: Why does your website/campaign exist? (Think of acquisition, behavior and outcomes.) Sr. Executives play a key role in this step. Your objectives should be DUMB Doable. Understandable Manageable. Beneficial. Every action tied to business impact!
- 15. What is the Digital Marketing and Measurement Model Step 2: Identify Goals for each Objective. My definition: Goals are specific strategies you'll leverage to accomplish the business objectives. Sr. Executives play a key role in this step. Every action tied to business impact!
- 16. What is the Digital Marketing and Measurement Model Step 3: Identify the Key Performance Indicators. DATA!!! My definition: A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives You’ll lead the work in this stop, in partnership with a “data person” if you have one.
- 17. What is the Digital Marketing and Measurement Model Try to look for smart KPIs? Here’s specific guidance to help you…
- 18. What is the Digital Marketing and Measurement Model Step 4: Identify the Targets. My definition: Targets are numerical values you’ve pre‐determined as indicators of success or failure Organization leaders play a key role here, with input from Marketing and Finance.
- 19. What is the Digital Marketing and Measurement Model Step 5: Identify valuable Segments for analysis. My definition: A group of people, their sources, onsite behavior, and outcomes. You’ll provide leadership here and if you did a great job then your DMMM will look something like this
- 20. What is the Digital Marketing and Measurement Model That’s a lot of Work!!!! •Here's the sexiness: •You now know what's important and where to start and what to focus on. •Your boss/client knows what success or failure looks like and how to connect her/his business objectives to your data. •Prioritized business focus for relevant data analysis!
- 21. What is the Digital Marketing and Measurement Model Other examples ( e‐commerce retail)
- 22. What is the Digital Marketing and Measurement Model Other examples ( Non‐Profit)
- 23. Elf on the shelf Business Objectives Objective Brand Sales Product Reinforce Online/ Improve Web sales Registration Offline adv. Goal Branded Traffic A. Improve conversions A. Improve B. Increase Customer per Conversions order spend B. Visits until Conversion KPI Branded Traffic A. Conversion Rate A. Improve B. Average order Value Conversions B. Visits until Conversion Segment Traffic A. Traffic Source A. Traffic Source Source/Converted B. Registered vs. New B. Page Depth visits/Location Visitors C. Location Target Increase brand A. Unknown until A. Unknown until traffic by 5% in east ecommerce figures are baseline coast 10% in west given to me. established coast
- 24. What is the Digital Marketing and Measurement Model
- 25. What is the Digital Marketing and Measurement Model For more in‐depth DMMM please Questions Read Web Analytics 2.0 Contact Roger: roger@inemode.com Twitter: @inemode Blog/Web: www.inemode.com FB : facebook.com/inemode Note: 100% of the author’s proceeds from this book will be donated to two charities, The Smile Train and The Ekal Vidyalaya Foundation, to assist in their efforts in making our world a better place.