Conversations about digital measurement often lead to flashpoint events in marketing boardrooms. CMOs that have been sold on the accountability and adaptability of digital media often don’t trust results. Digital marketers often become defensive when it seems that their digital campaigns are held to a higher degree of scrutiny than ‘traditional’ media. The industry as a whole also doesn’t help with the proliferation of new terms and measurement buzzwords that further muddy the waters.
One way that marketers can have more constructive digital measurement conversations is by analyzing and discussing performance figures in the proper context. This needs to be from a strategic context – discussing performance in the context of what digital marketing intends to achieve (outcomes). It also needs to be discussed in a performance context – how the figures relates to a target. Finally, figures need to be reviewed with the lens that makes the results as clear and actionable as possible.
In our upcoming webinar I try to bring digital marketing measurement back to the basics. We start with a definition of measurement terms and the process for identifying goals, KPIs, and benchmarks. We then cover some of the frameworks that marketers can use to start tracking, analyzing, and sharing results. Finally, we review some measurement frameworks and techniques using a case study example.