...measurement and control

1. Digital Strategy #DS
10
control

2. SOSTAC® planning
model…
1
2
3
4
5
6
situation
objectives
strategy
tactics
action
control
corporate
marketing
digital
resources scheduling
Smith, 1990
5S’s
marketing mix

3. marketing control process
Baines et.al., 2016
1. Discuss,
develop and
decide on
marketing
objectives
2. Establish
performance
measures and
standard
3. Evaluate
actual
performance
against
established
standards
4. Take
corrective action
as necessary

4. Implications of control
Structures must be clearly defined
The extent of functional control must be determined
Responsible individuals should be fully involved in planning
Regular performance reports should be provided
Responsible individuals should revise the plan when necessary
Every item should be the responsibility of an individual within
the organisation

5. …developing intelligent strategic objectives
Objective Substantiation Strategies to achieve
goals
KPI’s
Link to stage of
consumer journey
and SMART
Link to audit findings
and TOWS options
Link to STP, OVP,
growth and
positioning
What will you be
measuring?
Conversion –
increase number of
community members
by 15% targeting 24-
44 year old Leeds
professionals
Increase in
disposable income
Increased desire for
service
Position as luxury
against key
competitors
Differentiation
through features
OVP – exclusivity
% of unique visitors
visiting site
CTR for email
CTR for display ads
% increase in sign-
ups to the
community

9. …we need to avoid relying on vanity metrics

10. …vanity…
…actionable

11. …so what metrics should we be tracking?
Metrics that are actionable…
Metrics that help us measure achievement…
Moogan, 2011, Moz, 2019
Metrics that help us learn and grow…

12. actionable metrics…
% visitors who view product pages…
% visitors who search and then leave… exit pages
Conversions…
Bounce rate…
Page load speed…

13. …it’s also useful to know
Browsers and traffic source…
Customer behaviour…
Content efficiency…
Hours and days…
Mobile performance…
Traffic from social media…
Keywords!

15. Average CTR 2019 – Google Ads

16. Facebook insights…
Virality…
Likes and reactions…
Talking about…
Reach…
Engagement…
Impressions…
Video engagement…
Click Through Rate (CTR)…

18. Advertising Metrics…
Video Advertising…
Brand Awareness (sentiment), Purchase Influence, SoV
Acquisition, Reputation, Brand Recognition (sentiment)
Native Advertising…
Programmatic…
Recognition, Traffic, Lead Generation
Marketo, Google, Econsultancy, 2019

19. Reach… Resonance… Reaction…
Nielsen, 2019

21. Attribution modelling…
Last Click…
Last Non-Direct Click… off-site
First Click…
Linear… all clicks contribute
Positional… all clicks contribute but are weighted differently
Murphy, Bloom Worldwide, 2019
Time-Decay… All clicks are weighted but the latest are more relevant

22. …so it helps if we know the customer journey

23. …developing intelligent strategic objectives
Objective Substantiation Strategies to achieve
goals
KPI’s
Link to stage of
consumer journey
and SMART
Link to audit findings
and TOWS options
Link to STP, OVP,
growth and
positioning
What will you be
measuring?
Conversion –
increase number of
community members
by 15% targeting 24-
44 year old Leeds
professionals
Increase in
disposable income
Increased desire for
service
Position as luxury
against key
competitors
Differentiation
through features
OVP – exclusivity
% of unique visitors
visiting site
CTR for email
CTR for display ads
% increase in sign-
ups to the
community

24. …what should I measure?