Run time: 51 seconds
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Do you measure what matters?
Digital marketing lets us track many aspects of the customer journey. But with so much data, how can we focus on what truly matters?
The Digital Marketing Measurements Model by Avinash Kaushik is a great way to align marketing metrics with business goals:
- Identifying business objectives – determined by senior leaders – perhaps to boost online shop sales.
- Create a goal for each business objective, such as boosting repeat sales or average order value. This will impact your marketing activities.
- Write down Key Performance Indicators (KPIs) for those goals. Determine what measurement will indicate goal performance, such as ‘average order value’ in your shopping software.
- Agree on Targets for those KPIs – assess your current position and your goals. For example, “increase average order value by 20% in the next six months.”
There are more detailed instructions in our downloadable PDF, “How to Create a Marketing Plan,”
Next week is a new month and we’re looking at email marketing as a tool.
Resources
Download our guide: How to create a marketing plan
Webinar replay – getting insight from data
Are you being misled by vanity metrics?
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