Run time: 59 seconds
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Struggling to link marketing metrics to business outcomes? Marketing reports may seem disconnected from business objectives when presented in isolation. To address this, consider the Digital Marketing Measurements Model.
- Start with business objectives for the year. For example – increase sales.
- Choose goals that align with the business objective, such as boosting conversion rates or enhancing customer spending per client.
- Your Key Performance Indicators should be easy to choose from here. For instance, conversion rate and average order value.
- Finally, aim for the target: e.g., double the conversion rate from 5 to 10% and raise the average order value to £250 depending on the current figures.
Once you define these figures, other marketing metrics will make more sense. Lowering bounce rates, boosting pages per visit, and increasing return visits become more meaningful as they demonstrate a step in the right direction for your business objective and goals for the year.
Next week, we’ll check if you have the full picture or need to fine-tune your measurements.
Resources
Have you defined success on your website?
Do you measure what matters? How to pick the best marketing measurements.
Are you being misled by vanity metrics?
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