• Completed examples of tables
  • Purpose
  • Measure Reach Audience Encourage Action including lead generation
  • Performance drivers (diagnostics)
    		•

    Substantiation (informed by situation analysis or insight)




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    Substantiation
    (informed by situation analysis or insight)

    Strategies to achieve goals

    Key performance indicators
    (critical success factors)

    1 Reach objective(s)

    Increase brand awareness and visits to company websites, apps and social network sites











    2. Act objective (s)

    Increase audience interactions with content on company-owned media platforms to generate leads.











    3. Convert objective(s)

    Increase conversion rates from leads to sales and sales volumes achieved online or offline.











    4. Engage objective(s)

    Increase long-term customer engagement and loyalty leading to repeat sales and advocacy.












    Completed examples of tables: One page summary 1.1 in the Digital marketing plan example.

    Step 2 Align your business and marketing goals with specific SMART Objectives in Expert members Guide Digital Marketing Optimization and step 5 for discussion of VQVC/

    Strategy Definition Technique: Create a digital marketing performance dashboard (Optional)



    Purpose: Review and then select relevant KPIs to build a business dashboard.

    Instructions: Select the measures that are most relevant for you to track as part of a review process across RACE. Mark the most important with a star.
    You may have dashboard summaries of different complexities for different roles and purposes, so for senior managers, the business value KPIs and customer-centric KPIs are most relevant.
    The majority of measures are available from Digital Analytics (e.g. Google, Adobe, IBM Analytics), but some KPIs may need to be integrated from other sources such as social media or Marketing Automation systems


    Measure

    Reach

    Audience

    Encourage

    Action including lead generation

    Convert

    To sale

    Engage customers to retain and grow

    Tracking metrics

    • Unique visitors

    • New visitors

    • Visits

    • Conversation volume




    • Online sales volume

    • Offline sales volume generated from online

    • Email list quality

    • Email engagement quality

    • Transactions

    Performance drivers (diagnostics)

    • Page engagement rate (Bounce rate, duration)

    • Lead conversion rate by engagement tool

    • Active customers % (site and email active hurdle rates)

    • Active social followers

    • Repeat conversion rate

    Customer-centric KPIs

    • Cost per click and
      cost per sale

    • Brand awareness

    • Conversation polarity (sentiment)

    • Average order value

    • Cost per sale

    • Customer satisfaction

    • Lifetime value

    • Customer loyalty index

    • Customer advocacy

    • Products per customer

    Business value KPIs

    • Audience share
      (owned media) or

    • Share of voice (earned media)


    • Goal value per visit

    • Online lead contribution
      (n,£, % of total)

    • Retained sales growth and volume

    • Revenue per channel and category


    Step 5 Define performance dashboards in Expert members Guide Digital Marketing Optimization includes discussion of VQVC.



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    Substantiation (informed by situation analysis or insight)

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