The document discusses metrics and measurement models for digital marketing campaigns. It provides examples of stages in a marketing funnel with corresponding aims, key performance indicators (KPIs), and activities. The stages include see, think, do, and care. The document emphasizes measuring impressions, engagements, conversions, and repeat donations. It also discusses setting up proper tracking through tags, analytics, and CRM to measure goals like donations from social media. Overall, the document provides guidance on developing a measurement model for digital marketing campaigns that moves people through a funnel and focuses on meaningful metrics.

1. @platypusdigi
Terrific (and
terrible) metrics
that truly matter

2. @platypusdigi
We help charities achieve real results online.
We do this by:
● auditing their digital work
● training up their teams
● delivering smartly targeted online advertising
campaigns
What we do

3. @platypusdigi
Hands up if you report to senior
managers on the number of Twitter
followers / Facebook likes your
organisation has

4. @platypusdigi
Hands up if you think there’s a
clear marketing model in your
organisation that your work fits into.

5. @platypusdigi
Keep your hands up if those figures
have ever gone down

6. @platypusdigi
Hands up if you’ve made
specific recommendations based on
those numbers

7. @platypusdigi
Why measure?

8. @platypusdigi
Measurement models
[Add images of AIDA etc.]

9. @platypusdigi
If you create a simple social media
measurement model, you might just
uncover a gap in marketing
measurement across the board (and
have a way to fill it)

10. @platypusdigi

11. @platypusdigi

12. @platypusdigi

13. @platypusdigi
Stage Aim
See Promote Acme Charity to largest addressable
qualified audience (LAQA)

14. @platypusdigi
Stage Aim
See Promote Acme Charity to largest addressable
qualified audience (LAQA)
Think Promote Acme Charity to LAQA with some intent
to donate

15. @platypusdigi
Stage Aim
See Promote Acme Charity to largest addressable
qualified audience (LAQA)
Think Promote Acme Charity to LAQA with some intent
to donate
Do Promote Acme Charity to LAQA with strong
intent to donate

16. @platypusdigi
Stage Aim
See Promote Acme Charity to largest addressable
qualified audience (LAQA)
Think Promote Acme Charity to LAQA with some intent
to donate
Do Promote Acme Charity to LAQA with strong
intent to donate
Care Promote Acme Charity to people who have
donated so they want to do so again

17. @platypusdigi
Stage Aim KPI
See Promote Acme Charity to largest addressable
qualified audience (LAQA)
Post impressions
Think Promote Acme Charity to LAQA with some intent to
donate
Do Promote Acme Charity to LAQA with strong intent to
donate
Care Promote Acme Charity to people who have donated
so they want to do so again

18. @platypusdigi
Stage Aim KPI
See Promote Acme Charity to largest addressable
qualified audience (LAQA)
Post impressions
Think Promote Acme Charity to LAQA with some intent to
donate Clicks on donation
posts
Do Promote Acme Charity to LAQA with strong intent to
donate
Care Promote Acme Charity to people who have donated
so they want to do so again

19. @platypusdigi
Stage Aim KPI
See Promote Acme Charity to largest addressable
qualified audience (LAQA)
Post impressions
Think Promote Acme Charity to LAQA with some intent to
donate Clicks on donation
posts
Do Promote Acme Charity to LAQA with strong intent to
donate
Conversion rate to
donation from social
media traffic
Care Promote Acme Charity to people who have donated
so they want to do so again

20. @platypusdigi
Stage Aim KPI
See Promote Acme Charity to largest addressable
qualified audience (LAQA)
Post impressions
Think Promote Acme Charity to LAQA with some intent to
donate Clicks on donation
posts
Do Promote Acme Charity to LAQA with strong intent to
donate
Conversion rate to
donation from social
media traffic
Care Promote Acme Charity to people who have donated
so they want to do so again % repeat donations
from donors from
social media traffic

21. @platypusdigi

22. @platypusdigi

23. @platypusdigi
Stage KPI
See
1,289 impressions
Think
63 engagements
Do
36 votes
Care
-

24. @platypusdigi
Stage Aim KPI
See Promote Acme Charity to largest addressable
qualified audience (LAQA)
Post impressions
Think Promote Acme Charity to LAQA with some intent to
donate Clicks on donation
posts
Do Promote Acme Charity to LAQA with strong intent to
donate
Conversion rate to
donation from social
media traffic
Care Promote Acme Charity to people who have donated
so they want to do so again
% repeat donations
from donors from
social media traffic
You can get
these from
Twitter /
Facebook
analytics

25. @platypusdigi
Stage Aim KPI
See Promote Acme Charity to largest addressable
qualified audience (LAQA)
Post impressions
Think Promote Acme Charity to LAQA with some intent to
donate Clicks on donation
posts
Do Promote Acme Charity to LAQA with strong intent to
donate
Conversion rate to
donation from social
media traffic
Care Promote Acme Charity to people who have donated
so they want to do so again
% repeat donations
from donors from
social media traffic
You can get
these from
Twitter /
Facebook
analytics
These ones
need Google
Analytics /
CRM to be set
up just right
(which is fiddly)

26. @platypusdigi

27. @platypusdigi

28. Platypus Digital and Tearfund
Stage Aim Activity
See Promote Acme Charity to largest addressable
qualified audience (LAQA)
Ad Grants search / Facebook ads
Demographic and interest targeting
General charity keywords
Think Promote Acme Charity to LAQA with some
intent to donate
Ad Grants search / Facebook ads
General fundraising keywords
Lookalike / qualified audiences
Do Promote Acme Charity to LAQA with strong
intent to donate
Facebook ads / AdWords RLSA and display ads
Retargeting donation page visitors and RLSA
Care Promote Acme Charity to people who have
donated so they want to do so again
Facebook ads / AdWords RLSA and display ads
Retargeting signups
Advice on email campaigns

29. @platypusdigi
The ‘so what?’ test
● Digital campaigns give you a lot of data!
● That means a lot of potential KPIs
● It is easy to get overwhelmed - ‘analysis paralysis’
● So, ask yourself ‘so what?’ three times

30. @platypusdigi
Dashboards

31. @platypusdigi
Tracking you might need
● UTM tags on your key social media posts
● Donations tracked as goals in Google Analytics
● Ecommerce tracking in Google Analytics
These are developer / web team / web agency tasks.

32. @platypusdigi
Questions?

33. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

34. Digital tools and
channels: make the most
of your digital presence
19 October 2017
London
#charitydigital
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