Stages 1: Business Objective

Senior management need to ask themselves this question: Why does our website/campaign exist? Using the 3 modeling tool will help answer this question. Think of acquisition, behavior and outcomes. Example of some business objective are Create Awareness, Generate Leads, Online Purchase etc. A business may have more than one objective

The DUMB test will help senior management in determining Business Objective

Doable
Understandable
Manageable
Beneficial

Forget about advert copy, video shoots; a website to host downloads of white papers or trying to mimic a competitor’s campaign. Think hard about why you are doing what you are doing. Get the answer from your staff and clients/customers.

Executor: Senior management

Stages 2: Identification of Goals for Business Objective

Identifying the website/campaign Goals requires critical thinking from management and the consultant, with management leading the process. After using the modeling tools, your Goals are specific strategies you will leverage on to accomplish the business objectives.

Executor: Senior management with input from Consultant


Stages 3: Determine Key Performance Indicators (KPI)

We need to determine a way of knowing if the Goal gotten from the Business Objective are been achieved. These KPIs must be measurable, ease to measure and affordable to measure. The consultant determines the KPI with approval of management.

Key Performance Indicator (KPI) is a metric that helps you understand how you are performing against your objectives. For each goal, determine the most relevant KPI.

Executor: Consultant after discussion with senior management


Stages 4: Identify the Targets

How do we know if the Business Objective is been achieve except we benchmark the KPIs against a threshold. These thresholds are the target and they are numerical values that have been pre-determined as indicators of success or failure of the Business Objective.

Why set targets? Your video on YouTube got 100,000 views. Your Facebook page had 50,000 likes. Is that great or awful? How do you decide? That is why targets are needed. They are needed for effective planning of the campaign.

If the KPI is volume of traffic and the target is set at 300,000 visits per month. It is obvious you would you execute your campaign differently than if that number was 50,000. If KPI is lead generation for procurement professional I do not think social media will be your primary acquisition strategy.

Figure for targets must be agreed upon by the consultant and senior management since they will form the basis for assessing the consultant performance and fee. The figure can come from historical record of your previous campaign or competitors’ previous campaign.

Executor: Senior Management and Consultant.


Stages 5: Identify valuable Segments for analysis.

This part is very important because of its incredible value. The likely identified segment will be:

Group of people

· Age range
· Location
· Gender
Their sources

· Desktop
· Mobile
· Tablet
· Organic Search
· Direct
· Keyword
Onsite behavior

· Duration on website
· Bounce rate
· Visitor flow
· Page/Visit
Outcomes

· Purchase on 24 hour graph, purchase on days of the week graph and purchase on month graph
· Download on time graph
Discuss what the most important segments to focus on for each goal with senior management. Identify the sources of traffic, types of people desirable, their attributes, their behavior, business outcomes that they care about the most. And also what customers to the site might want to accomplish. A balance between what the organization’s wants and the customers’ want should be determined.

Executor: Consultant

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REFERENCE

1. The Model were adopted from “Digital Marketing & Measurement Model” developed by Avinash Kaushik (Digital Marketing Evangelist)