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