How to define, measure, and communicate the success of your digital marketing
By Matt Cooper
I assume you are all experts now, using your Google Analytics knowledge to give definitive answers to the many questions surrounding website and social media performance. Just kidding – we haven’t gotten to that part yet.
I hope the last few posts have provided you with a better understanding of Analytics and how you can use these reports to save time and energy. Now for the final challenge... communicating the outcomes of your reports to other members of your team.
It's simple. Just follow these tips...
The key to communicating your results is to remove the complexity. Reports need to be consumable by anyone within your organization. Most importantly they should not require any technical understanding of your website to benefit from reading it.
The easiest way to do this is think about your audience and report on the outcomes they will most care about. For example, if you are responsible for reporting on the performance of your website to the Sales Manager of your company, which information below would be easier to understand and as a result, provide the most value?
To expand on this, its important to make sure the emphasis of your communication highlights not just what happened but also what it means and what needs to be done about it.
To help with this, we recommend distilling your report down to focus on these specific areas. Below is an example performance report that you can use to help get started.
The goal of these reports is to clearly communicate the insights your analysis has created. The overarching objective is to get your organization to adopt a culture of iterative performance improvements.
Action Step: Create a single page performance report
Applying the 7 steps that you have learned over the past month will provide a framework to create a measurement plan for both your digital assets as well as the campaigns designed to promote them. We've also recorded a video of this blog post. Sign up to gain access to this video here.
Now it’s your turn. What steps do you use to create your measurement plan? Are there any areas you don’t think this would work? How do you report success in your organization? I welcome your feedback.
Serving as the Director of Digital Measurement, Matt Cooper brings over 15 years in the IT industry to the team of Business Analysts at ISL Web Marketing and Development. Matt provides consulting in all digital disciplines with an emphasis on Digital Marketing and measurement strategy. A Google Analytics and Adwords certified professional, his industry experience ranges from Government and Post Secondary Education, to B2B and B2C.