DIGITAL MARKETING OPTIMZATION
Seven Steps of Success
Introduction Why a focus on optimization
What is Digital Marketing Optimization?
Why Digital Marketing Optimization?
A process for goal-setting and optimisation for digital marketing
How is this guide structured?
Step 1 Review the top-level goals using the 5Ss
Understanding the difference between Vision, Goals, objectives and KPIs
Introducing the 5S goals for digital marketing
5S: Sell – Have we set goals to grow sales?
5S: Speak – Have we set goals to get closer to customers?
5S: Service – Have we set goals for online customer service?
5S: Save – Have we set cost-saving goals?
5S: Sizzle – Are we adding value to our brand online?
Step 2 Define your vision
Introduction – the importance of vision setting
Some examples of vision statements for digital channels
What should go into your vision statement?
Linking the vision to the 5Ss
Step 3 Align with business goals with objectives
Introduction to setting SMART objectives
Examples of SMART objectives aligned with strategies
Making sure digital strategy impacts business strategy
Step 4 Create a conversion model
Setting realistic objectives with conversion budget models
Step 5 Define performance dashboards
Select the right KPIs for dashboards
What makes for an effective KPI?
Using VQVC to check you’re using the right digital marketing KPIs
Three objective setting and performance improvement frameworks for you to modify
Objective setting and reporting framework 1 Web Insights
Objective setting and reporting framework 2: RACE online lifecycle performance driver grid
Objective setting and reporting framework 3: Balanced scorecard
Step 6 Setup tracking and evaluation
Goal-tracking for non-e-commerce sites
Q. Why do I need to setup goals in Google Analytics?
Q. Which types of goals can we use?
Step 7 Creating a DMO process
Introduction to creating an Optimization process
Frequency of review and involvement
