With Christmas and New Year fast upon us, it will soon be that time of year to start thinking about evaluating digital campaigns.
So December’s focus is on digital evaluation and measurement.
A recent Think with Google report entitled ‘measure what matters most‘ hit the nail on the head for me. In summary, my key takeaways are:
- Agree your KPIs and campaign objectives as the start of activity
If your aim is to generate leads, then get all your contact forms set up with tracking. If it’s awareness then monitor traffic and referral traffic.
Tip: Ensure you block the IP address of your office/s, agency and suppliers. For example, when building your website or working on web content, think how many times these people will be looking at your site and potentially distorting the stats.
- Measuring customer lifetime value
With the wealth of data available, we can sometimes lose sight of the cost of retaining or converting a customer over the lifetime of the relationship. This is even more relevant to B2B as one enquiry from a web enquiry could result in a multi-million pound contract. Getting a handle on where your new business came from and typical contract values can support proposals for increased digital marketing spend.
Tip: Integrate website data with CRM systems to align marketing and sales.
- Identify the role of digital touch points
When measuring a campaign, the channel that delivers the conversion (most often the website) can become the focus. However, it’s also important, to map the customer journey and outcomes to the channel. This will help to attribute value to each channel.
Tip: Tracking an offline conversion that was driven by a digital campaign can be tricky. But if you have the resource, getting dedicated phone numbers for campaigns can help. You can now install Google analytics call tracking to evaluate phone enquiries driven by digital channels such as click to call.
- Show how marketing makes its mark
By setting up the right evaluation metrics and simply trying out different approaches via testing you’ll be able to say with confidence which channels deliver the best results and ultimately demonstrate the return on marketing investment (ROMI).
Tip: You can now even access analytics from an iPad making it really accessible and easy to present KPIs in update meetings.
Watch out for the final digital blog of 2014 which will look at the top digital trends for 2015.
This blog was originally posted on BDB.co.uk where I was a Digital Project Manager working with international b2b clients.