Building a Digital Measurement Plan

How to define, measure, and communicate the success of your digital marketing

Hi, I’m Matt

Matt Cooper Director of Digital Measurement @ ISL 14 Years Consulting Experience

Areas of Expertise: •  Digital Marketing Strategy •  Analytics & Measurement •  Web Application Development •  E-Commerce •  Google Adwords & Analytics Certified

@mattc   Email: mcooper@isl.ca  

ISL Web Marketing & Development We are a Digital Marketing Agency that helps our clients connect with their customers across all digital channels, creating engaging user experiences that produce a measureable return on their investment

Google Analytics & Adwords

Agenda

Why you need a measurement

plan  

7 steps to developing a successful plan  

Why do you need a measurement plan?

Why?

Marketing budgets are down

Accountability is up

Your marketing needs to be smarter

A measurement plan delivers answers

•  What numbers should we measure?

•  What channels should we use?

•  How can we improve our campaign performance?

•  How do we communicate the results?

Step 1 Identify the right numbers

Step 1 – Identify the right numbers

Vanity Metrics

Stop reporting vanity metrics

Step 1 – Identify the right numbers

Action

Step 2 Establish your goals

Step 2 – Establish your goals

Business Objectives

Step 2 – Establish your goals

Business Objectives Goal

Step 2 – Establish your goals

All Web Traffic

Do NOT Convert

Convert on your goal

Very valuable

Step 2 – Establish your goals

Micro conversions

Step 2 – Establish your goals

Macro conversions

Step 2 – Establish your goals

Visitor behavior

+

Step 2 – Establish your goals

Step 2 – Establish your goals

Setup macro and micro conversions as goals

Action

Step 3 Define quality traffic

Step 3 – Define quality traffic

Step 3 – Define quality traffic

•  Guide applicants through the application process

•  Promote onsite tours & events •  Generate leads for recruiters

Recruitment guiding objectives:

Step 3 – Define quality traffic

Step 3 – Define quality traffic

Macro •  RSVP to open house •  Book a campus tour Micro •  Used the requirements form •  Download application form •  Clicked recruiter email address

Recruitment supporting goals

Step 3 – Define quality traffic

Traffic quality scale

Unengaged Interested Engaged Converting

Bounce Don’t bounce View few pages

Requirements Form Downloaded App Clicked recruiter email

Open House RSVP Campus Tour Signup

Micro Macro

Step 3 – Define quality traffic

Step 3 – Define quality traffic

Define your website traffic quality

Action

Step 4 Segment your traffic quality

Advanced Segments

Step 4 – Segment your traffic quality

Step 4 – Segment your traffic quality

Step 4 – Segment your traffic quality

Behavioral Metrics

Step 4 – Segment your traffic quality

Step 4 – Segment your traffic quality

Setup your websites quality segments

Action

Step 5 Identify your performing channels

Step 5 – Identify your performing channels

Step 5 – Identify your performing channels

Step 5 – Identify your performing channels

Step 5 – Identify your performing channels

Step 5 – Identify your performing channels

Step 5 – Identify your performing channels

Engaged traffic

Step 5 – Identify your performing channels

Converting traffic

Step 5 – Identify your performing channels

One catch!

Step 5 – Identify your performing channels

Click an Ad

Visit the site

Convert

Step 5 – Identify your performing channels

Click an Ad

Visit the site

Leave

Search

Visit the site

Convert

Last click attribution

Assisted conversion

Step 5 – Identify your performing channels

Multi-channel funnels

Step 5 – Identify your performing channels

Multi-channel funnels

Step 5 – Identify your performing channels

Edu Industry – United States

Step 5 – Identify your performing channels

Edu Industry – Canada

Step 5 – Identify your performing channels

Think holistically

Step 5 – Identify your performing channels

Identify top 3 last click channels Identify top 3 assisting channels

Action

Step 5 – Identify your performing channels

Step 6 Optimize your campaigns

Use Case: Open House

Step 6 – Optimize your campaigns

Open House campaign objectives •  Raise awareness of the event •  Promote date and time •  Generate new undergrad applications

Step 6 – Optimize your campaigns

Open House campaign tactics •  Display •  Paid search •  Facebook (Organic & Paid) •  Twitter •  LinkedIn Ads

Step 6 – Optimize your campaigns

Macro •  RSVPs •  Application downloads •  Phone calls Micro •  Watch video •  Viewed virtual tour •  Signed up for email newsletter

Supporting goals

Step 6 – Optimize your campaigns

Traffic quality scale

Unengaged Interested Engaged Converting

N/A Bounce Watched videos Clicked virtual tour

Email signup Viewed other pages

RSVPs Downloaded App Phone calls

Micro Macro

Step 6 – Optimize your campaigns

Google Analytics URL Builder

Step 6 – Optimize your campaigns

Open House campaign tactics •  Display •  Paid search •  Facebook (Organic & Paid) •  Twitter •  LinkedIn Ads

Step 6 – Optimize your campaigns

Step 6 – Optimize your campaign

www.ouruniversity.com/openhouse

Facebook

Sponsored post

2 Weeks left

Open House 2013

Step 6 – Optimize your campaign

Tagged URL

Step 6 – Optimize your campaigns

Step 6 – Optimize your campaigns

Engaged traffic

Step 6 – Optimize your campaigns

Step 6 – Optimize your campaigns

Define and setup campaign quality Optimize based on outcomes

Action

Step 7 Communicate the results

Step 7 – Communicate the results

12389 Unique Visitors

Vanity Outcomes

328 Application Downloads

3.24 Pages / Visit 86 Newsletter Signups

2.16 Min / Visit 28 Tours booked

Step 7 – Communicate the results

Focus on outcomes

Outcomes

Observations

Recommendations

Trends

Step 7 – Communicate the results

Outcomes

Step 7 – Communicate the results

Observations

Step 7 – Communicate the results

Recommendations

Step 7 – Communicate the results

Trends

Step 7 – Communicate the results

Measure

Learn Report

Act

Step 7 – Communicate the results

Outcomes

Observations

Recommendations

Trends

Step 7 – Communicate the results

Create a single page report Focus on outcomes

Action

Step 7 – Communicate the results

Summary Creating a measurement plan

Step

Summary – Creating a measurement plan

1.  Identify the right numbers 2.  Establish your goals 3.  Define quality traffic 4.  Segment quality traffic 5.  Identify performing channels 6.  Optimize your campaigns 7.  Communicate the results

Thank you :)

@mattc  goo.gl/LdMsN