Building a Digital Measurement Plan
How to define, measure, and communicate the success of your digital marketing
Hi, I’m Matt
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 Certified
@mattc Email: [email protected]
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
Agenda
Why you need a measurement
plan
7 steps to developing a successful plan
Why do you need a measurement plan?
Why?
Marketing budgets are down
Accountability is up
Your marketing needs to be smarter
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?
Step 1 Identify the right numbers
Step 1 – Identify the right numbers
Vanity Metrics
Stop reporting vanity metrics
Step 1 – Identify the right numbers
Action
Step 2 Establish your goals
Step 2 – Establish your goals
Business Objectives
Step 2 – Establish your goals
Business Objectives Goal
Step 2 – Establish your goals
All Web Traffic
Do NOT Convert
Convert on your goal
Very valuable
Step 2 – Establish your goals
Micro conversions
Step 2 – Establish your goals
Macro conversions
Step 2 – Establish your goals
Visitor behavior
+
Step 2 – Establish your goals
Step 2 – Establish your goals
Setup macro and micro conversions as goals
Action
Step 3 Define quality traffic
Step 3 – Define quality traffic
Step 3 – Define quality traffic
• Guide applicants through the application process
• Promote onsite tours & events • Generate leads for recruiters
Recruitment guiding objectives:
Step 3 – Define quality traffic
Step 3 – Define quality traffic
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 – Define quality traffic
Traffic quality scale
Unengaged Interested Engaged Converting
Bounce Don’t bounce View few pages
Requirements Form Downloaded App Clicked recruiter email
Open House RSVP Campus Tour Signup
Micro Macro
Step 3 – Define quality traffic
Step 3 – Define quality traffic
Define your website traffic quality
Action
Step 4 Segment your traffic quality
Advanced Segments
Step 4 – Segment your traffic quality
Step 4 – Segment your traffic quality
Step 4 – Segment your traffic quality
Behavioral Metrics
Step 4 – Segment your traffic quality
Step 4 – Segment your traffic quality
Setup your websites quality segments
Action
Step 5 Identify your performing channels
Step 5 – Identify your performing channels
Step 5 – Identify your performing channels
Step 5 – Identify your performing channels
Step 5 – Identify your performing channels
Step 5 – Identify your performing channels
Step 5 – Identify your performing channels
Engaged traffic
Step 5 – Identify your performing channels
Converting traffic
Step 5 – Identify your performing channels
One catch!
Step 5 – Identify your performing channels
Click an Ad
Visit the site
Convert
Step 5 – Identify your performing channels
Click an Ad
Visit the site
Leave
Search
Visit the site
Convert
Last click attribution
Assisted conversion
Step 5 – Identify your performing channels
Multi-channel funnels
Step 5 – Identify your performing channels
Multi-channel funnels
Step 5 – Identify your performing channels
Edu Industry – United States
Step 5 – Identify your performing channels
Edu Industry – Canada
Step 5 – Identify your performing channels
Think holistically
Step 5 – Identify your performing channels
Identify top 3 last click channels Identify top 3 assisting channels
Action
Step 5 – Identify your performing channels
Step 6 Optimize your campaigns
Use Case: Open House
Step 6 – Optimize your campaigns
Open House campaign objectives • Raise awareness of the event • Promote date and time • Generate new undergrad applications
Step 6 – Optimize your campaigns
Open House campaign tactics • Display • Paid search • Facebook (Organic & Paid) • Twitter • LinkedIn Ads
Step 6 – Optimize your campaigns
Macro • RSVPs • Application downloads • Phone calls Micro • Watch video • Viewed virtual tour • Signed up for email newsletter
Supporting goals
Step 6 – Optimize your campaigns
Traffic 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
Google Analytics URL Builder
Step 6 – Optimize your campaigns
Open House campaign tactics • Display • Paid search • Facebook (Organic & Paid) • Twitter • LinkedIn Ads
Step 6 – Optimize your campaigns
Step 6 – Optimize your campaign
www.ouruniversity.com/openhouse
Sponsored post
2 Weeks left
Open House 2013
Step 6 – Optimize your campaign
Tagged URL
Step 6 – Optimize your campaigns
Step 6 – Optimize your campaigns
Engaged traffic
Step 6 – Optimize your campaigns
Step 6 – Optimize your campaigns
Define and setup campaign quality Optimize based on outcomes
Action
Step 7 Communicate the results
Step 7 – Communicate the results
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
Outcomes
Observations
Recommendations
Trends
Step 7 – Communicate the results
Outcomes
Step 7 – Communicate the results
Observations
Step 7 – Communicate the results
Recommendations
Step 7 – Communicate the results
Trends
Step 7 – Communicate the results
Measure
Learn Report
Act
Step 7 – Communicate the results
Outcomes
Observations
Recommendations
Trends
Step 7 – Communicate the results
Create a single page report Focus on outcomes
Action
Step 7 – Communicate the results
Summary Creating a measurement plan
Step
Summary – Creating a measurement plan
1. Identify the right numbers 2. Establish your goals 3. Define quality traffic 4. Segment quality traffic 5. Identify performing channels 6. Optimize your campaigns 7. Communicate the results
Thank you :)
@mattc goo.gl/LdMsN