The biggest challenge to performance optimization is usually data quality. Time spent up front developing the Digital Strategy will have a multiplier effect on data quality, resulting in better analysis and the opportunities for optimization, so it’s a great place to start.
The first thing to outline is how your digital marketing is integrated into the overall marketing strategy.
|• Products/Services||• Customer Segments||• Objectives & Goals|
|• Target Markets||• Marketing Channels||• Purchase Process Flows|
The next thing to take a look at is how digital marketing is currently being measured. The right things need to be measured in the right way and a small mistake during setup can cause big problems downstream, so it’s important to understand how the current system is setup. This is especially true when data continuity in important (revising the current measurement system as opposed to revamping it entirely). A key part of this process is verifying that the curernt site and all pages are all tagged and tagged properly.
|• Advertising Features||• Custom Metrics||• Product Linking|
|• Alerts||• Ecommerce||• Remarketing|
|• Attribution Models||• Filters||• Segments|
|• Channel Groups||• Goals||• Session Timing|
|• Content Groups||• In-Page Analytics||• User Level Data|
|• Custom Dimensions||• Postbacks||• Webmaster Tools|
Analytics Measurement Plan
A good analytics measurement plan flows from a good business plan. With business objectives and goals outlined, the analytics measurement plan can be developed in consideration of which objectives should and can be measured, and which may require the setup of new measurement processes and reporting. A measurement plan usually looks something similar to the table below. Defining the KPI Targets and KPI Segments specifically allows for powerful backward funnel analysis from visit origin to conversion, which maximizes opportunities for performance improvement.
|Business Objective||BusinessGoals||KPI Example||KPI Target||KPISegment|
|Sell More Widgets||Increase Widget Sales||Increase Widget Sales/mo.||2,500/mo.||• Logged In
• Logged Out
|Marketing Effectiveness||Increase Subscriber Conversions||Subscriptions/mo.||300/mo.||• Keywords
|Marketing Effectiveness||Increase Unique Subscribers||Subscriber Visits/mo.||600/mo.||• Keywords
Figuring out what to track and how to track it can be a complicated process. Depending on the complexity of your digital marketing, you may have thousands of tags or just a few. It is usually better to tag more than less, which results in more available data, but too much site tagging will affect site speed.
• Form Submits
• Link Clicks (i.e., AddToCart, CTAs)
• Custom Events (i.e., Video Views)
• Custom Content
• Custom Groups
• Loggin Status
|Paid||• Paid Search|
• Paid Lists
• Ad Networks
• Ad Partners