YOU CAN’T PAY YOUR BILLS WITH PAGEVIEWS

Twitter : @katiejeanesEmail: katie@redacademy.com

FROM THIS

TO THIS

DIGITAL MARKETING & MEASUREMENT MODEL

• Business Objectives

• Goals

• Key Performance Indicators

• Targets

• Segments Avinash Kaushik

STEP 1: IDENTIFY THE BUSINESS OBJECTIVES

• Why does your website exist?

• Your objectives should be DUMB

• Doable

• Understandable

• Manageable

• Beneficial

STEP 2: IDENTIFY GOALS FOR EACH OBJECTIVE

• Goals are specific strategies you’ll leverage to accomplish the business objectives.

• Your goals should be SMART

• Specific

• Measurable

• Attainable

• Reasonable

• Timely

STEP 3: SELECT KEY PERFORMANCE INDICATORS

• A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives.

• Find the most relevant KPI for each goal.

• Focus on conversions

STEP 4: SET TARGETS

• Set the parameters for success

• Targets are pre-determined indicators of success or failure.

• Identify targets for each KPI

STEP 5: DEFINE SEGMENTS

• Identify the segments that you will analyze to understand why you succeeded or failed.

• Segment types

• People

• Behaviour

• Outcomes

IN SUMMARY

1. Identify the business objectives

2. Identify crisp goals for each objective

3. Write down the key performance indicators

4. Set the parameters for success by identifying targets for each KPI

5. Identify the segments for success/behaviour/outcomes to analyze

REFERENCES

• Analytics Academy

• Avinash Kaushik’s Blog Post