A Plan to Get More fromDigital Marketing

MEASURE.ADJUST.REPEAT.

What brings in revenue? Customers (or customer acquisition)

What brings in customers? Leads (however you defi ne them)

And, what brings in leads? Traffi c (or website users)

If you’re gathering analytics to show co-workers fancy numbers, you’re doing it wrong. The purpose of these efforts isto accomplish business goals. So make sure the time and money you are investing in analytics are leading to ameasurable bottom-line success.

Revenue from sales is a good example of a business goal. If we start with a KPI of revenue, you can reverse engineer a metrics and measurement strategy.

ALIGN DIGITAL KPIs WITH BUSINESS GOALS01

KPI

METRIC

MEASURE

WEBSITE TRAFFICLEADSCUSTOMERSREVENUE GENERATED (KPI)

Each of these metrics should be a goal that you set up in your analytics platform. When it comes to reporting these metrics, each goal influences the others. For instance, if you increase website users by a certain percentage, you would expect leads to increase.

Let’s examine the model that was reverse engineered:

Finally, what brings in traffic? That should come from tactics

in your digital marketing strategy, including digital advertising, pay-per-click (PPC) advertising, content creation, email campaigns, search engine optimization and more.

3 STEPS to Getting the Most out of a DigitalMarketing Measurement Plan

Every digital strategy is a work in progress. That’s why it’s important to measure and track digital advertising in a meaningful, continual way. It’s not just about who’s clicking on your ads, but how they’re interacting with your brand once they get to your site.

Using sophisticated tools like Google Analytics and Google Tag Manager, you can measure traffic and interaction statistics against established key performance indicators (KPIs) and add strategic thinking and key insights to your campaign.

But before that, you need a plan. Here are three steps to make it happen.

3 STEPS3 STEPS3 STEPS3 STEPS3 STEPS3 STEPS

ESTABLISH BENCHMARKS02

Tr erview

How are page sessions trending?Last 30 days vs. previous period

Sessions Sessions (previous 30 days)

Mar 5 Mar 10 Mar 15 Mar 20 Mar 25 Mar 300

100

200

300

Sess

ions

Sessions

2,47013.1%

Trends and Performance

Landing Page Report Sample Mar 5, 2017 - Apr 3, 2017 ▼

Users

1,8035.7%

Total Events

2,52526.4%

Avg. Session Duration

02:155.9%

Which channels are driving trengagement?Top sessions and events by channel

Sessions Total Events

1 10 100 1K 10K

google

(direct)

m.facebook.…m.facebook.…

bing

facebook.com

t.co

yahoo

theoutdoorw…theoutdoorw…

1,4021,402

683683

8585

6565

5252

4646

3030

2525

1,6031,603

616616

1212

7979

4545

4343

1616

2929

How many users are returning?New visitors vs. returning visitors

New Visitor Returning Visitor

37.9%

62.1%

55 742742

Where is tr om?Top sessions and events by channelTop sessions and events by channel

55 742742

Event Category Total Events

External Link 840

Gallery Buttons 510

Area of Focus Buttons 335

Video Play 259

Open Position Links 158

▼

1 - 5 / 13 < >

What are users engaging with?Top events on page

POWERED BY

Display Clicks

47,184

Digital Displayby Clicks, CTR, and Impressions

Total Impressions

44,873,432Total Clicks

195,936Total Engagements

18,308Total Leads

7,274

Media Performance

Display CTR

0.42%Display Impressions

11,173,358

Searchby Clicks, CTR, and Impressions

Search Clicks

49,584Search CTR

0.44%Search Impressions

11,233,358

Display Clicks Display CTR

Jan 1Jan 26

Feb 20Mar 17

Apr 11May 6

May 310

5K

10K

0%

0.4%

0.8%

Search Clicks Search CTR

Jan 1Jan 26

Feb 20Mar 17

Apr 11May 6

May 310

5K

10K

0%

0.4%

0.8%

Pre-Roll Clicks

49,584

Pre-Rollby Clicks, CTR, and Impressions

Pre-Roll CTR

0.44%Pre-Roll Impressions

11,233,358

Emailby Clicks, CTR, and Opens

Email Clicks

49,584Email CTR

0.44%Email Opens

11,233,358

Pre-Roll Clicks Pre-Roll CTR

Jan 1Jan 26

Feb 20Mar 17

Apr 11May 6

May 310

5K

10K

0%

0.4%

0.8%

Email Opens Email CTR

Jan 1Jan 26

Feb 20Mar 17

Apr 11May 6

May 310

1.5M

3M

0%

0.4%

0.8%

$1.24 $13.26 $33.38Total Cost Per Click Total Cost Per Engagement Total Cost Per Lead

Campaign Overview

REPORT FOR   Jan 1, 2017 - Jun 30, 2017

POWERED BY

CE Target Dealer Rollup Report

Once you have KPIs and associated metrics in place, you’ll

want to begin defining what successful metrics should look

like. Benchmarks are numbers that provide something to

measure against.

If you’ve been running digital ads and a PPC campaign for

the last six months, can you determine how successful those

initiatives have been toward your KPIs and business goals?

Using the example from before, did your investment lead to

more leads or revenue?

After six months of running digital ads and a PPC campaign,

you can compare the current metrics (as seen in the bullets

above) to the same metrics from the previous six months to

see what improved and what didn’t. If you noticed that your

campaign traffic substantially increased, but leads did not, you

might realize that your site isn’t as good at converting users

as you might think. In this case, you should adjust your digital

marketing strategy to focus on conversion rate optimization of

your website’s campaign landing pages.

Without establishing benchmark metrics, it’s hard to know how

much you’ve improved and what you need to focus on next.

If you set up Google Analytics correctly, you can view historic

data, so you’ll want to look at a set of metrics that will

reflect significant trends. Evaluating this data will help set

benchmarks for your digital measurement plan. Using the

revenue KPI example, here are some of those metrics:

Average monthly campaign traffi c from each channel

(email, display ads, etc.)

Average number of monthly leads from each channel

Ranking of traffi c by PPC keywords and ad groups

Cost per lead

CREATE A DASHBOARDAND INSIGHTS REPORT03

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branding / advertising / public relations

Analytics dashboards are a great overview and visualization of data that supports the KPIs for your business, but you’ll want to take it a step deeper with a report that provides insightful analysis on what is happening with your digital marketing strategy. This analysis should relate back to the KPIs and benchmarks you establishedin the previous two steps.

The purpose here is to provide answers about why something happened and how you will act on those insights. Knowing “why” something happened based on context and in-depth analysis is much more useful for driving improvement, and that’s why measurement is such a valuable tool in your digital marketing efforts.

Prospects Overview

Roll Up Report

POWERED BY

Platform Overview

Email Performance

$64.3KTotal Spend

Market Impressions Opens Clicks CTR E-mail ConversionRate E-mail

Agnostic 417.3K 53.2K 6.2K 11.6% 4.97%

Hunt 1.1M 126.3K 5.1K 4.03% 0.97%

Ag 1.2M 151.3K 3.2K 2.08% 0.37%

Rec 232.6K 24.5K 791 3.23% 0.88%

▼

Values include digital ads, purchased e-mail sends, paid search, and paid video placements.

1,719 1,719Request a QuoteLeads Generated

742E-mail Sign Ups Promotion Entries

1,319 Top vehicleof interest:

Number of non-ownerswho submitted a form: Stampede

Revenue

Database E-mailDisplayGoogleRemarketingPrintPublisher E-mailSearchTVVideo

15.4%

14.1%

57.9%

Budget by platformDatabase E-mailDisplayGoogleRemarketingPrintPublisher E-mailSearchTVVideo

26.6%

12.9%

10.9%

43.3%

Impressions by platform Conversions by platformDatabase E-mailDisplayGoogleRemarketingPrintPublisher E-mailSearchTVVideo

11.3%13.7%

8.6%

55.9%

Publisher and internal database performance

Paid Media Performance

$2.2MTotal Spend

Market Media Impressions Clicks CTR Conversion Rate

Agnostic 246.6M 438.6K 0.18% +0%

Rec 39.6M 129.8K 0.33% 0.01%

Hunt 17.3M 57.8K 0.33% +0%

Ag 29.8M 56.7K 0.19% 0.01%

▼

Digital Ads, Text Ads, Pre-Roll, Social Ads

Paid Search Performance

$4.23Cost Per Click

$3.20Cost Per Click

$1.64Cost Per Click

REPORT FORREPORT FORREPORT FOR Jan 1, 2017 - Dec 31

$108.3KTotal Spend

Pages / Session

4.01

Pages / Session

2.38

Pages / Session

3.81

Search term Impressions Clicks CTR Conv. rate

can am 83.2K 1.2K 1.48% 1.88%

arctic cat 65.9K 4.3K 6.51% 10.06%

utv accessories 51.9K 33 0.06% 6.06%

atvs 35.7K 32 0.09% 3.13%

polaris 32.7K 591 1.81% 2.89%

▼

1 - 100 / 27416 >

TBD TBD

Let Us HelpTo start creating your online measurement plan, contact Brent Schott, Executive VP / Managing Director,at brents@swansonrussell.com or 402-437-6432.

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