By Kelsey Hansen
Welcome back soon-to-be DIGIA experts! In my last post, I
discussed the basics of digital analytics and insights to give overall
background information about said topics. With that knowledge under your belts,
it’s time to start planning out a digital strategy for your business.
Creating an effective digital strategy takes time and
sometimes patience in order to accomplish your marketing plan. Which brings us
to our first step, establishing your digital marketing objectives. Digital
objectives can be as broad or specific as you like, but mostly they tend to
highlight the purpose of your website. Is your website a place to increase
brand awareness? Is it to increase web sales of a product? Determining your
digital objectives will help give your digital space a specified direction.
A great tool that can
be used to set up your digital strategy is Kaushik’s Digital Marketing and
Measurement Model. It’s a mouthful, so for the sake of my typing fingers we
will call it the DMMM. The DMMM is a helpful step by step template to build out
your digital plan.
We already discussed step one, which is determining your
marketing objectives. The second step is to identify complementing goals for
each objective. Goals tend to be qualitative, and the more specific, the
better. For example, if your online marketing objective is to increase
awareness for your company, a solid goal would be to increase site engagement
or web page views by an increased percentage.
Step three is to determine what key performance indicators
you will use to see if you are accomplishing the previous two steps. KPI’s are
data points that you can research that relate to your goals. In the next post,
I will share online tools that you can use to find your KPI’s. Going off of our
previous objective and goal, a good KPI would be the number of website visits
or the amount click through rates for your site.
The fourth step is to determine your targets. These are
numerical values that decide whether or not you are succeeding your goal or
failing. This is an important step because it helps you realize if you need to
adjust your plan in any way in order to accomplish your goals. So in our example, setting a target of 150
page views and 200 click through rates for your page would be a target to hit
by the end of the month for your site.
Finally, the fifth step is to figure out how you want to
segment your data. Digital data can be immensely overwhelming, so focusing your
attention on the data that matters and is relevant to your overall strategy is
key. For our on going example of increasing awareness, important segments may
be site traffic sources or what kind of people you want to attract to your
site. Segments help filter out the unnecessary, so that your plan is clean and
your analysis is crisp.
Below is a visual representation of the model. In my next
post I will share a list of helpful digital analytics tools that can help you
navigate the data provided by your site so that you can further expand your
knowledge of the madness that is digital insights and analytics.
Photo source: https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/#wamm
Comments
Post a Comment