This week’s post is about finding the right tools in order to measure how your digital campaign is going and from there improve it and change it needs to be change. Let’s start.
“You can’t manage what you can’t measure”
(Bob Napler, 1960)
There is no precise way to measure the success of a campaign, but it always helps to know what are the specific results you, as a company, want to achieve…
An advantage of running a digital campaign is that it offers a degree of insight and tracking that no other channel can offers.
We can divide the whole process in three parts:
- Performance measurement.
- Performance diagnosis.
- Corrective Action.
Performance Measurement.
Basically for this step you have to do what digital marketers call Web analytics.
Web analytics: The measurement, collection, analysis and reporting of Internet data for purposes of understanding and optimizing web usage.
Nowadays you have programs that collect all this data (Hybrid Methods).
The most common one and free!! Is Google Analytics,it shows you how visitors found your site and how they interact with it, you will be able to compare the behaviour and profitability of visitors who were referred from ads, keywords, search engines and emails, basically see how your whole Dig campaign is going.
You also have what is called the immediate effectiveness measures, which includes: click-through, open rates and viewing times. These tools give and immediate overview of where you are standing.
This slideshow will give you a better understanding of what I am talking about.
Performance Diagnosis.
After you get all the results from the Web analysis, the data will help you to identify the weaknesses of your campaign and determined why is it happening, in other words the whole review.
Corrective Action.
Now, we need to decide and determine what are we doing in order to change the results we have got in the review, get it done and get back to business!
The only disadvantage this measurement has is that engagement and deep brand interaction can take place online without any registered clicks.
Now, take a look to Google Analytics and tell me what do you think about it? Is it useful for you?...
Well that’s it for this week, talk to you soon guys and have a nice week.
Hi Ana, I like the quote : “You can’t manage what you can’t measure” - so true!
ReplyDeleteAlso, I haven't of those two points: Performance diagnosis &
Corrective Action. the explanation you provide to them is very useful as well. I found this article on PortenInteractive: http://www.portentinteractive.com/pr_ROI_questions.htm - It basically takes you though four stages of how to measure digital marketing success by using ROI its very interesting and useful and the explanation is really good as well. I think this could help you to add an example of ways to measure digital marketing success.
Good luck :) ! <3
Hey Ana,
ReplyDeleteI liked your post. I have some of those points as well in my post they're a little bit more explain, but anyways you're objective and concise with what you're saying so its great... and I completely agree with you that a digital marketing campaign offers a degree of insight and as I like to portrait it 'online is trackable' which means anything can be measured. So great I liked the point of view you have.
Good luck ;)
Great blog this week! Very informative and very concise and understandable, I also appreciate how you incorporated the lessons taught in class and asked the audience to get engaged at the end of your blog! :)
ReplyDelete