This document outlines a 5-step process for developing a digital marketing and measurement model: 1) Identify business objectives, 2) Identify goals for each objective, 3) Select key performance indicators for each goal, 4) Set targets for each key performance indicator, 5) Define segments to analyze for success, behavior, and outcomes. The objectives and goals should be specific, measurable, attainable, relevant, and timely. Key performance indicators focus on conversions and targets set parameters for success. Segments help analyze why goals were or were not achieved.

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2. FROMTHIS

3. TOTHIS

4. DIGITAL MARKETING &
MEASUREMENT MODEL
• Business Objectives
• Goals
• Key Performance Indicators
• Targets
• Segments Avinash Kaushik

5. STEP 1: IDENTIFYTHE
BUSINESS OBJECTIVES
• Why does your website exist?
• Your objectives should be
DUMB
• Doable
• Understandable
• Manageable
• Beneficial

6. STEP 2: IDENTIFY GOALS FOR
EACH OBJECTIVE
• Goals are specific strategies you’ll
leverage to accomplish the business
objectives.
• Your goals should be SMART
• Specific
• Measurable
• Attainable
• Reasonable
• Timely

7. STEP 3: SELECT KEY
PERFORMANCE INDICATORS
• A key performance
indicator (KPI) is a metric
that helps you understand
how you are doing against
your objectives.
• Find the most relevant KPI
for each goal.
• Focus on conversions

8. STEP 4: SETTARGETS
• Set the parameters for
success
• Targets are pre-determined
indicators of success or
failure.
• Identify targets for each KPI

9. STEP 5: DEFINE SEGMENTS
• Identify the segments that you
will analyze to understand why
you succeeded or failed.
• Segment types
• People
• Behaviour
• Outcomes

10. IN SUMMARY
1. Identify the business objectives
2. Identify crisp goals for each objective
3. Write down the key performance indicators
4. Set the parameters for success by identifying targets for each
KPI
5. Identify the segments for success/behaviour/outcomes to analyze

11. REFERENCES
• Analytics Academy
• Avinash Kaushik’s Blog Post