Dynamic Digital Marketing

Chapter 18Score – The Radical Results Reaper

FIGURE 18.1 The Radical Results Reaper.

This final area of digital marketing is about having the right tools, resources, and skills in place to measure and monitor campaign success – to not only achieve goals, but ultimately gain profit too.

I am yet to meet any business that has set up its Google Analytics Account correctly. I see many trying to decipher a monthly report of 20-odd pages versus using daily stats to draw tangible insights to improve marketing campaigns. The main focus when looking at measuring campaign success is asking how does your business score.

The questions we are looking at analytics to answer at a high level are:

• Does every digital marketing action we take result in revenue?
• How could we improve and maximise ROI (return on investment)?
• Is our business sustainable and profitable?

Our Radical Results Reaper is made up of our six Ms – Metrics, Measure, Monitor, Meaning, Manipulate, Money – and covers:

• What are the key terms relating to measuring campaigns?
• What to measure – why and when?
• What tools can you use to measure?
• Taking data and turning it into marketing actions.
• Testing and improving campaigns.
• Measuring ROI – return on investment.
• How to identify which channel returns the best leads and conversions.
• How to use analytics to ensure you don't go throwing money at channels when you could be optimising ...