MMC 3420 Chapter Notes - Chapter 3: Critical Thinking, Step One
25 Jun 2018
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Department
Course
Professor
Digital Marketing and Measurement Model
Root cause of failure in most digital marketing campaigns is generally the lack of
structured thinking about what the real purpose of the campaign is and lack an objective
set of measures with which to identify success of failure
oStep One – Identify the business objectives upfront and set broad parameters for
work to do (Senior Executives are a key role here)
oStep Two – identify crisp goals for each business objective (Executives lead
discussion, you are contributing)
oStep Three – Write down the key performance indicators (you lead and have
partnership with a “data person”)
oStep Four – set parameters for success upfront by identifying targets fro each KPI
(organization leaders are key role here, with input from marketing and finance)
oStep Five – identify segments of people/behavior/outcomes to analyze to
understand why success or failure
Acquisition
oHow to acquire traffic for what you’re creating
oEarned, Owned and Paid Media
oHow do you prioritize each?
oWhere are you spending most effort?
Behavior
oWhat behavior are you expecting when people arrive?
oWhat is unique about your effort to have an optimal experience?
Outcomes
oWhat signifies value?
oWhy are you undertaking the digital initiative?
Objectives should be DUMB –
oDoable
oUnderstandable
oManageable
oBeneficial
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