{"id":21311,"date":"2017-05-15T14:53:05","date_gmt":"2017-05-15T13:53:05","guid":{"rendered":"https:\/\/fifteen-staging.fifteen.dev\/blog\/digital-marketing-measurement-business-objectives-to-campaign-launch\/"},"modified":"2024-09-24T14:13:50","modified_gmt":"2024-09-24T13:13:50","slug":"digital-marketing-measurement-business-objectives-to-campaign-launch","status":"publish","type":"post","link":"https:\/\/www.fifteendesign.co.uk\/blog\/digital-marketing-measurement-business-objectives-to-campaign-launch\/","title":{"rendered":"Digital Marketing Measurement – Business Objectives to Campaign Launch"},"content":{"rendered":"

<\/u>I\u2019ll admit it, I love a good graph, chart or spreadsheet. They tend to make life much easier to understand, as long as you\u2019re looking at the right set of data of course, and marketing campaigns are certainly no exception. But before you get to the magical world of data visualisation you need to identify what you want to be visualising, which is where a measurement plan comes into play.<\/p>\n

First, you\u2019ll need to ask yourself a question \u2013 \u2018What\u2019s the point in what I\u2019m doing?\u2019. Might sound a little over the top, but unless you know why you\u2019re doing what you\u2019re doing, you won\u2019t know how to measure it. Marketing without measurement is akin to folding your \u00a320 notes into paper aeroplanes and launching them out of the window; <\/strong>it\u2019s a waste of time, money and effort. Taking the time at the very start of a new marketing campaign to map out the metrics for a digital marketing measurement plan will be hugely beneficial in the long run.<\/p>\n

There are a number of different measurement plans out there, my preference is the work of the legendary Avinash Kaushik<\/a>.<\/p>\n

Step One: Business Objectives<\/strong><\/h2>\n

The first things you\u2019ll need to identify are the overall business objectives you\u2019re looking to satisfy from your campaign. This stage will require input from the very top of your business all the way down to those who will be executing the plans, whether you\u2019re running the campaign internally or using an agency (on that note, check out our blog post on In-House vs Outsourced Digital Marketing<\/a>). For an e-commerce company, your business objective could be to introduce and drive sales for a new product range, or for a service provider you may be looking to raise awareness for a new service offering \u2013 both of these campaigns would have very different metrics to measure.<\/p>\n

Step Two: Audience<\/strong><\/h2>\n

The next step is to identify the audience you\u2019ll be trying to reach with your activity in terms of age, gender, location and any other demographic data you can get your hands on. The reason I tend to consider this early on is so you can make sure the appropriate data is being tracked in your analytics tool as there\u2019s nothing more frustrating than wanting to analyse data you just don\u2019t have. The Google Analytics help centre tells you all you need to know about setting up demographics reports<\/a>.<\/p>\n

Step Three: Goals<\/strong><\/h2>\n

Now you know your business objectives and your audience, it\u2019s time to work out the goals you want to measure from your marketing. Based on your business goals (you may have multiple), your activity should have an overall goal such as providing additional resources, capturing leads for a lead generation campaign or driving product purchases in an e-commerce campaign.<\/p>\n

Step Four: KPIs<\/strong><\/h2>\n

Now we\u2019re getting somewhere, time to find out which metrics we can use to populate some kind of chart. That\u2019s the good stuff. Your Key Performance Indicators (KPIs) show us what people have actually done, whether that be how many times a PDF was downloaded or the conversion rate from website visit to warm lead or the conversion rate from website visit to the sale of a product.<\/p>\n

Something to consider when deciding on your KPI\u2019s is what you\u2019re going to be able to do with that data once you have it. Don\u2019t just include metrics for the sake of it, otherwise, you\u2019re going to muddy the waters and your overall results won\u2019t be as clear. I\u2019m not saying these metrics aren\u2019t useful \u2013 if you\u2019ve got the resource to drill into these at a later point then you really should \u2013 but at a very top level, there isn\u2019t much value to reporting on average time spent on site when you\u2019re ultimately looking at conversions, for example.<\/p>\n

Right, that\u2019s looking pretty good. We\u2019ve got:<\/p>\n

    \n
  1. Business Objectives<\/li>\n
  2. Audience<\/li>\n
  3. Goals<\/li>\n
  4. KPI\u2019s<\/li>\n<\/ol>\n

    Time to launch my campaign, right?<\/strong><\/h2>\n

    Well, hold your horses, we\u2019re not quite ready just yet. Now we\u2019ve identified everything above, we need to work out what \u2018good\u2019 looks like. How many PDF downloads or conversions equate to a happy management team at the end of the campaign, or for ongoing campaigns at the end of each month?<\/p>\n

    These targets could come as early as the business objectives identification stage if you know how many products you want to sell or how many leads you want to generate. If they don\u2019t, no need to worry as targets can be revisited in phases based on the information you\u2019re tracking \u2013 if at the end of month one you find you\u2019re either massively over or under your target you can make an informed decision as to how to amend your targets. Just make sure you have a target to aim for and know what you\u2019re optimising towards. That being said, don\u2019t just pick a figure out of the air, use what information you have to make an informed decision on an achievable but challenging target.<\/p>\n

    Ok, so let\u2019s put that into an easy to read format using the example of a company looking to increase leads generated via the website:<\/p>\n

    \"Business \"Audience\" \"Goals\" \"KPIs\" \"Targets\"<\/p>\n

    It\u2019s important to note that your campaign could have multiple business objectives (and subsequent goals, KPIs and targets), depending on the activity you\u2019re looking to run. Using the methodology above, you can easily outline your separate objectives in the same document so every stakeholder has full visibility on what you want to achieve, how you\u2019re measuring it and whether or not it has been successful.<\/p>\n

    One final point<\/strong><\/h2>\n

    Don\u2019t be afraid to show negative metrics or a decrease in performance as it\u2019s just as important, if not more than showing the positives. If you do notice metrics dropping then you can look back to your digital marketing measurement plan and refine your activity based on your objectives, audience and goals.<\/p>\n

    I\u2019ll cover off data visualisation and reporting in a separate post but if you have any questions about digital marketing measurement, please get in touch<\/a>. Happy planning!<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"I\u2019ll admit it, I love a good graph, chart or spreadsheet. They tend to make life much easier to understand, as long as you\u2019re looking at the right set of data of course, and marketing campaigns are certainly no exception. But before you get to the magical world of data visualisation you need to identify […]","protected":false},"author":84,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-21311","post","type-post","status-publish","format-standard","hentry","category-news"],"acf":[],"yoast_head":"\nFour Business Objectives For A Campaign Launch | Fifteen<\/title>\n<meta name=\"description\" content=\"There are many different methods of digital marketing measurement but have a read of this post to find out the best approaches out there.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fifteendesign.co.uk\/blog\/digital-marketing-measurement-business-objectives-to-campaign-launch\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital Marketing Measurement - 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