ecommerce school: roger lopez on digital measurement model

Instructor | Roger Lopez @inemode

Digital Marketing and Measurement Model

Twitter: @inemodewww.linkedin.com/in/iamroger

There is one difference between winners and losers when it comes to

Digital Strategies

Winners vs Loosers

Winners, well before they think data or tool, have a well structured Digital Marketing &

Measurement Model

Losers Don't.(Time to Train

Or find a Replacement)

What is the Digital Marketing & Measurement Model

First developed byAvinash Kaushik

Author, Digital Marketing Evangelist ‐ Google,

Co‐founder ‐Market Motive

The Digital Marketing & Measurement Model is a

simple, structured, five step process. It will help you to

structure your thinking about your real purpose. And you’ll be able to identify what you will measure to judge success or failure in a digital campaign


The root cause of failure in most digital marketing campaigns?

•Not the lack of creativity in the banner ad or TV spot .

•The sexiness of the website. •It is not even (often) the people involved.


The root cause of failure in most digital marketing campaigns?

•Lack of structured thinking about what the real purpose of the campaign is

•Lack of an objective set of measures with which to identify success or failure.

What is the Digital Marketing and Measurement Model

Every action tied to business impact!

A Five Step Process To Guarantee Success:

1. Business ObjectivesThe answer to the question: Why does your website/campaign exist?2. GoalsSpecific strategies you'll leverage to accomplish your business objectives.3. Identify KPIsMetrics that helps you understand biz performance against biz objectives.4. TargetsNumerical values you have pre‐determined as indicators of success or failure.5. SegmentsA group of people, their sources, onsite behavior, or outcomes.



A complete, and competent, Digital Marketing & Measurement Model will focus on three key areas of your marketing, and in each answer the cluster of questions provided:

1. Acquisition.2. Behavior.3. Outcomes.



1. Acquisition.

•How are you anticipating acquiring traffic for your website? / YT video / whatever else you are creating?

•Did you cover all three components of successful acquisition: Earned, Owned, Paid media?

•How would you prioritize each?

• Where are you spending most of your efforts?



2. Behavior.

•What is the behavior you are expecting when people arrive? What pages should they see?

•What videos should they watch?

•Should they visit repeatedly?

•Are there certain actions they should take?

•What is unique about your effort that ties to an optimal experience for a customer?



3. Outcomes.

•What outcomes signify value delivered to the business bottom‐line?

•A download?

•A phone call to your call center?

•A qualified online lead?

•Signing up for email promotions?

•People buying your product / services ?

•A 10 point lift in brand perception?



If your Digital Marketing & Measurement Model does not cover all three areas of your digital effort, then it is not complete.

Please consider revisiting it.

Don’t accept a mediocre model.

If not.. its time get your team trained (in‐house ) or find a new web team (outsourced)


Example


Real estate company

Main outcome is offline success



Step 1: Identify the Business Objectives. •Ask this question:Why does your website/campaign exist? (Think of acquisition, behavior and outcomes.)Sr. Executives play a key role in this step.

Your objectives should be DUMB

Doable.UnderstandableManageable.Beneficial.

Sr. Executives play a key role in this step.



Step 2: Identify Goals for each Objective.

My definition: Goals are specific strategies you'll leverage to accomplish the business objectives.Sr. Executives play a key role in this step.


Step 3: Identify the Key Performance Indicators.DATA!!!My definition: A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectivesYou’ll lead the work in this stop, in partnership with a “data person” if you have one.


Try to look for smart KPIs? Here’s specific guidance to help you…


Step 4: Identify the Targets.My definition: Targets are numerical values you’ve pre‐determined as indicators of success or failureOrganization leaders play a key role here, with input from Marketing and Finance.


Step 5: Identify valuable Segments for analysis.My definition: A group of people, their sources, onsite behavior, and outcomes.You’ll provide leadership here and if you did a great job then your DMMM will look something like this


That’s a lot of Work!!!!

•Here's the sexiness:

•You now know what's important and where to start and what to focus on.

•Your boss/client knows what success or failure looks like and how to connect her/his business objectives to your data.

•Prioritized business focus for relevant data analysis!


E‐commerce retail Example


Other examples ( Non‐Profit) USMC

Elf on the shelf Business Objectives

Objective BrandReinforce Online/Offline adv.

SalesImprove Web sales

ProductRegistration

Goal Branded Traffic A. Improve conversions B. Increase Customer per order spend

A. Improve Conversions

B. Visits untilConversion

KPI Branded Traffic A. Conversion RateB. Average order Value

A. Improve ConversionsB. Visits until Conversion

Segment TrafficSource/Converted visits/Location

A. Traffic SourceB. Registered vs. New

VisitorsC. Location

A. Traffic SourceB. Page Depth

Target Increase brand traffic by 5% in east coast 10% in west coast

A. Unknown untilecommerce figures are given to me.

A. Unknown until baseline established

Questions Contact Roger:[email protected]: @inemodeBlog/Web: DOMYOWNPESTCONTROL.COM

Linkedinwww.linkedin.com/in/iamroger/


For more in‐depth DMMM please Read Web Analytics 2.0

Note: 100% of the author’s proceeds from this book will be donated to two charities, The Smile Train and The Ekal Vidyalaya Foundation, to assist in their efforts in making our world a better place.