Measurement is at the core of effective digital marketing. With a strategy in place that clearly defines the data you need to measure success, you’ll be able to show how marketing contributes to your organization’s bottom line.

1. Eight Steps to an Effective Digital
Measurement Strategy
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2. Measurement is at the core of effective digital marketing.
With a strategy in place that clearly defines the data you need
to measure success, you’ll be able to show how marketing
contributes to your organization’s bottom line.
When developing
a measurement
strategy, here are
eight must-do steps:
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3. Define your business goals
Whether it’s to raise brand awareness, increase revenues or something unique,
your overall business goals should be at the core of your measurement strategy.1
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4. Define your customer segments
Begin with a few broader segments and build your measurement
strategy around the needs of each one.2 click to tweet
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5. Understand your multi-channel
customer journey
3How do your customer segments engage with your business?
Do they start on mobile but finish booking on your website?
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6. Map your business objectives
to KPIs
4
Online Sales Customer Satisfaction
What are the KPIs needed to measure your customers’ interactions with your brand?
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7. Establish the technical
infrastructure to collect the
necessary metrics
Consolidate all of that collected data into a single unified place – this is
necessary to avoid measurement silos and see your business as a whole.
5 click to tweet
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8. Define the reporting needs
of the business
Report back to the business stakeholders in a
way that is meaningful and consumable.
Sales
Marketing
IT
Product
6 click to tweet
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9. Make it actionable
Show how to take action on the insights, rather
than just produce another report.7
Sales Report
Invest in Campaign A
Discontinue Campaign B
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10. Instigate a data
governance process
Define a process for evolving and updating your measurement and data collection.
Be sure clear ownership is defined and processes documented.
8
Collect Report Distribute
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11. A measurement strategy is not simply about developing a
dashboard or sending out reports every week. Organizations
need formal measurement strategies and processes in place
that align with overall business objectives.
This helps ensure
all digital marketing
activities contribute
to the bottom line!
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12. Want to learn more about building a
strong digital measurement strategy?
Visit webtrends.com
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