5 Tips for Digital Measurement
Measuring the results of your digital marketing campaign seems a piece of cake compared to doing the same thing for traditional marketing activities. But don’t be fooled, measuring correctly is not exactly that easy, and takes preparation. How you measure and what you do with the findings is just as important. If you’re not prepared, your data will simply not make sense. If you want to know more, here are 5 tips for better digital measurement.
1. Set the right goals and align them to your business goals
The first and most important step is to determine your marketing or communication goals. Check they are aligned to your business goals and brand values. What you want to ensure is that the resources invested in the digital campaign will have a positive effect on your revenue. After all, the digital platforms are tools to help your business grow.
2. Determine success factors
Start by setting the baseline metrics, so you have a clear idea where you’re starting from. In this way, after, for example, 6 months of digital campaign, you can compare your current numbers with those initial metrics and see what has improved and what hasn’t. When creating your objectives, don’t forget the SMART framework (specific, measurable, achievable, realistic, and timely). The more specific your objectives, the better they will help you understand the outcome of your campaign.
3. Use the right tools
Using the right tools is vital. Whether you choose to go for a basic toolkit or a more professional software, depends on your needs and the complexity of metrics you wish to track. The advice is to start small and upgrade your tools as you go along, when you’ve built your capabilities as well. From free tools, like Google analytics to subscription-based ones like Social Bakers, our advice is to do your homework and look into several before you decide on one. Ask your digital agency what tools they use and what type of reports they can offer. While you don’t need to have a data analyst in house and you rely on the support from the digital agency, it’s always good to be in the know.
4. Understand the data - and what to do with it
Now that you have the data, what’s next? This is where the team of specialists comes in. Understanding how to interpret the data and what actions to take based on the findings is just as important as collecting it. Talk to your digital team about what the data means and how it helps you create your strategy. This is where you will truly gain a strategic advantage from your competitors.
5. Monitor and keep improving
Alas your good work doesn’t stop here! If you want to continue to stay ahead, you need to continuously monitor and have in place valuable feedback loops that will allow you to understand bottlenecks or issues before they escalate, adjust them accordingly, to suit your strategy. Or change your strategy if that doesn't seem to work. Whatever you choose to do, know why you’re doing it and have solid data to prove it.