Translate your online marketing objectives into relevant, actionable metrics and key performance indicators.
What are you trying to do, and what do you want to know?
While the questions seem simple, their answers are absolutely critical to the success of any digital marketing effort. A proper measurement plan can help to ensure that you, your stakeholders, and your marketing partners all clearly understand which interactions and engagements matter most to your business, and how their performance will be evaluated.
How does Kairos help?
Understand the benefits of measurement planning for your organization.
An effective measurement plan takes the broad, high-level goals of your marketing (increasing lead volumes, overall ecommerce revenues, etc.) and aligns them with the online touchpoints which contribute to those goals. These include not only “conversion” touchpoints (such as contact form submissions or online purchases), but all of the touchpoints leading up to – and following – the conversion.
In order to measure the effectiveness of their work, digital marketers must establish a basis of comparison. Key performance indicators (KPIs) provide standardized, “bottom-line” metrics to assess your organization’s success or failure in achieving its marketing goals. KPIs will vary depending on your particular goals, but they must always be directly linked to your desired outcomes.
KPIs provide an overview of the effectiveness of your marketing, but oftentimes they don’t tell the full story. Factors such as audience source, location, time of day, or engagement can all help to paint the bigger picture of your marketing strategy in action. A proper measurement plan considers which subsets and segments of your analytics data could yield valuable insight into what’s working – and what’s not – in your current marketing strategy.
In order to work together, you and your partners need to speak the same language. An effective measurement plan helps to focus the efforts of marketers, internal stakeholders, and external partners by clearly and thoroughly documenting your organization’s marketing objectives, relevant touchpoints, KPIs, and key data segments to be observed and analyzed.
Looking for assistance with Measurement Planning?
Contact us today, and let us put our expertise to work for you.