Article

Greta Paa-kerner
Greta Paa-kerner 16 March 2015
Categories

Measuring Online Campaign Effectiveness

One size doesn't fit all when measuring online campaign effectiveness.

I’ve been preparing to give a lecture on campaign effectiveness in digital marketing and, upon reflection, this measurement isn’t so clear cut.



It’s a difficult concept to apply a “one-size fits all” solution to. And you think it should be easy as the benefit of digital marketing is the fact that so many actions are measurable through data, lots of data. The issue is that the types of businesses using digital marketing vary so widely and their goals differ greatly. Plus, they are all in a different stage of embracing digital marketing.

Let’s take the first point, varying goals for businesses. Some want consumers to buy, some want leads, some want businesses to download a document or just to inform an audience. So, the concept of “cost-per-acquisition” (CPA) isn’t a sure fire measurement for everyone. What are you trying to accomplish through your online campaign? Define that clearly and the metrics should be based on this goal.

Regarding the other point, the fact that businesses are at different stages of embracing digital marketing. Again, this makes it difficult to apply a broad brush to online campaigns.

For companies that are just starting to get their stride in online marketing, make sure you don’t bite off more than you can chew and limit the sophistication of what you are trying to measure and achieve. But also have a plan for developing your sophistication online, shame on you if you are in the same spot a year from now as the online world moves in nanoseconds.

One common denominator for all these businesses is unique visitors and time spent on particular pages on a website. I suggest including traffic building goals and conversion or interaction goals as two necessary metrics and add additional metrics that are based on your business offering and your business’ online sophistication.

Make sure you are very clear with the other metrics that will define the success of a campaign. The metrics should support the strategic goal of the campaign. And, most importantly, make sure you get agreement and buy-in from business stakeholders about the metrics used to measure the campaign’s effectiveness.

About Author:

Greta Paa-Kerner (@gretapk) is a guest lecturer on digital and affiliate marketing and a management consultant through Ganduxer Consulting. Visit her blog and LinkedIn profile

FREE EVENT: Join Digital Doughnut in London on March 31st, 2015 for an evening of networking with speakers reviewing Digital Transformation


Read More on Digital Doughnut

 

Check out our latest videos!

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
The Difference Between AI and Machine Learning

The Difference Between AI and Machine Learning

Artificial Intelligence (AI) and Machine Learning used to be heard when the topic was Big Data Analytics – and maybe in some sci-fi movies- before; but now it is impossible to ignore them with the self-driving cars, knowledge navigators...

Asena Atilla Saunders
Asena Atilla Saunders 15 June 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
How To Write Content That’s Easy To Localize

How To Write Content That’s Easy To Localize

Do you want to know how to reduce costs and get to market faster? Write content that's easy to localize!

David Ost
David Ost 15 June 2017
Read more
How To Measure ROI For Your Digital Marketing Campaign

How To Measure ROI For Your Digital Marketing Campaign

How do you begin to measure any return on investment from a digital marketing campaign?

Stuart Marler
Stuart Marler 6 May 2015
Read more