Measuring Your Success in Digital

Bud GibsonDirector, EMU Center for Digital EngagementCenterForDigitalEngagement.orgfgibson@emich.edu

Our Challenge• Digital marketing is a combination of

information technology and the social sciences.

• We must reach the right consumers and convince them of our solution.

• The technology stack is complex and evolving• Large scale distribution platforms• Traditional websites & mobile• Internet Infrastructure• Devices

• Connect and convert consumers on properties we own and those we don’t

You need a simplification strategy to track how you are doing in this mess

Four Steps

1. Decide what counts

2. Measure what counts

3. Understand your customer’s journey

4. Optimize your customer’s journey by improving your

measures on what counts

Example: MadeInAFreeWorld.org

Tools that can help• Paid advertising• Google AdWords• Facebook Ads Manager

• Email-driven• Mailchimp• Constant Contact …

• Various social listening and SEO tools• Moz

• All-in-one• Hubspot: lead gen through

content• Marketo: lead gen through email• Shopify: ecommerce

Connect with Us• Upcoming events• November 13: The Search Marketing Workshop featuring GM’s Director of

Digital Advertising and Analytics and many panels targeted at all size businesses. http://TheSearchMarketingWorkshop.com • December 11: John Patterson, Head of Social Media at Kelly Services. Register

at: http://CenterForDigitalEngagement.org

• Web: http://CenterForDigitalEngagement.org • Email: fgibson@emich.edu