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Digital Marketing & Measurement Model

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Google Analytics Individual Qualification

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You’ve Taken Your First Step into a Larger World

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Time to Generate Reports & Dashboards

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Will You Bury Your Client or Boss in Reports?

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Or Will You be Evaluating Dashboards?

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Data Overload!

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Disclaimer

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Digital Marketing & Measurement Model

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Digital Marketing & Measurement Model

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Market Motive Web Analytics Course

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Create Structured Thinking & Focus

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Vanity vs. Actionable Metrics

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Focus on:AcquisitionBehaviorOutcomes

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Acquisition

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Behavior

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Outcomes

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Simply put: Why are we undertaking this digital initiative?

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Five Steps to Create Your Measurement Model

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Step 1: Identify Business Objectives

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Business Objectives should be DUMB:

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Step 2: Identify Goals for Each Objective

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Step 3: Identify the Key Performance Indicators

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Step 3: Identify the KPIs

Super Lame Super AwesomeClicks

Page Views

Visits

Video Views

Time on Site

Loyalty and/or Recency

Conversion Rate

Days & Visits to…

Amplification

Average Visit Value

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Step 4: Identify the Targets

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Step 4: Identify the Targets

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Step 5: Identify Segments for Analysis

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Step 5: Segmentation Ideas

Segmentation IdeasDevice Type

Geography

Landing Pages

Non-Flirts (>3 pages)

Social Media Users

Organic vs. Paid Search

Multiple Keywords Queries

Micro-Conversions

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Step 5: Identify Segments for Analysis

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Tip: The Model is Adaptive

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Benefit: Get Everyone on the Same Page

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Your Measurement Model is the Foundation for Strategic Dashboards

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Strategic Dashboards

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Avoid Data Overload

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Provide in depth summaries for KPIs

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Context, Context, Context!

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If possible, acquire data outside of Google Analytics.

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Surveys and Competitive Tools

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Surveys: Acquire Data on the Why

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Page Level Surveys

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Competitive Tools

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Other Data Sources

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Key Findings & Recommendations

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Key Findings & Recommendations

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Drive Action with Recommendations

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What if you have no support in making a Measurement Model?

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Make Your Own Measurement Model

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Make Your Own Measurement Model

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Summary

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Digital Marketing & Measurement Models

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Digital Marketing & Measurement Models

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Digital Marketing & Measurement Models

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Thanks!