A manager's guide to defining goals and KPIs to manage and improve digital marketing
- Author: Dave Chaffey
- Last updated: December 2011
- Format: 26 page A4 page PDF Ebook with illustrations and checklists
How will this 7 Steps guide help me?
We’ve devoted an entire guide to goal setting and getting results for digital marketing since we believe it’s essential to getting the most from digital channels. Without goals you’re directionless and a lot less likely to achieve commercial success.
Although digital channels have been called the most measurable ever, they introduce a whole range of new goals and measures that can make setting objectives and reviewing performance difficult if you’re new to it. This is why we cover objective setting in more depth in this guide specifically for managers grappling with this option who are looking to get more from online channels.
Through setting specific targets for your online marketing, you can review and adjust your progress against targets. Without goals in place you can still do digital marketing for sure, but chances are, you are not making the most of the opportunities and you’ll almost certainly be wasting your time and money.
What does the Ebook include?
The 7 steps covered in this Ebook are:
- Step 1 Review your top level goals
- Step 2 Define your vision for digital
- Step 3 Align business and digital goals
- Step 4 Create a conversion model
- Step 5 Define performance dashboards
- Step 6 Setup tracking and evaluation
- Step 7 Optimise your performance
What our members say about the Delivering Results from Digital Marketing Guide
Smart Insights has helped us take the right decision on a variety of occasions and we actively use its content to justify our marketing initiatives and spend.
Joao da Costa, Marketing Officer at Southbank International School
We are at the early stages of our digital marketing journey, Smart Insights templates and tutorials help us check and learn as we go.
Stuart Sykes, Digital Marketing Manager
Smart Insights is one of the best digital 'tools' on the internet today. It has been a great asset as a channel of advice and insight, helping me to deliver an all-encompassing digital strategy.
Jennifer Law, E-Communications Manager, National Pharmacy Association
You can access this advice if you are a Smart Insights Expert-level member.
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