FOUR Tactics, Action and Control 26
Tactics and Actions 26
Control 27
Governance 27
REACH 28
Reach Technique: Digital media channel effectiveness review 28
ACT 30
Act Technique: Website “Quick Wins” analysis 30
Act Technique: Google Analytics customization review 31
1. Goal setup 31
2. Advanced segments? 31
3. Event tracking 32
4. Custom variables 32
Act Technique: Content marketing audit: Gap Analysis review using the content marketing matrix 32
Act Technique: Organisational content marketing maturity review 34
CONVERT 34
Convert Technique – CRO capability review 34
ENGAGE 35
Engage Technique: Assessing customer engagement 35
Engage Technique: Improving customer loyalty and retention 36
