A managers guide to defining goals and KPIs to manage and improve digital marketing
About the guide
- Author: Dave Chaffey
- Last updated: December 2011
- Format: 26 page A4 page PDF Ebook with illustrations and checklists
How will this 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
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You access this advice if a Smart Insights Expert-level member.
Smart Insights Expert Members get “at your desk access” to in-depth advice to improve their online marketing skills and capabilities:
- In-depth Ebooks
- Online training
- How to videos
- Marketing templates
- Audit Online Capabilities
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About Smart Insights Guides
What make's our guides different?
We've created our Seven Steps guides e-books to be your constant companion as you learn, review and improve your approach to digital marketing. We know you're busy and under-pressure to get results, so they're written to help you do just that by taking you through the questions you should be asking to improve performance and suggesting the right approaches for you. All our guides have these features:- Seven Steps structure – no-nonsense, super-scannable advice making it easy to create a focused plan.
- Commercial-results focused – the main aim of each guide is to help you get better returns from your online marketing, anything that doesn't help towards that doesn't go in.
- Analytics-based improvements – our passion is helping companies improve through showing how to use data available in Google Analytics and other online insights tools
- Workbook and template based – Create an action plan through working through the entire guide or just work on one area at a time.
- Question based – We keep our guides as short as possible – just showing the questions you need to ask & answer to get better results. We highlight the main steps you should take in boxes showing best practice tips
- Comprehensive – Dave Chaffey and the authoring team have years of experience in online marketing, we know that the details matter and that’s what we show.
- Example-based – we believe we learn best through examples, so we illustrate through lots of examples and screen captures.
How will the guides help me?
Our Ebooks are designed to help you and your team if you are actively managing digital marketing. They are also packed full of practical advice if you're working hands-on working on a company website or campaigns like search, email or social media marketing. This is how our guides help:- Company owners and marketing managers - we help you create a plan so you can invest in the approaches that matter. We help you set goals and put in place a system to measure and improve since all our guides cover how to get more from Google Analytics.
- Digital marketing and Ecommerce managers - we help you get more from each of the key digital marketing channels plus your web and social presences through reviewing your approach using using our comprehensive workbook templates.
- Digital marketing specialists - whether you work on Social media marketing, SEO, PPC, email marketing or conversion rate optimisation for the website we have a guide to help you boost your approach.
- Consultants and agency specialists - review your techniques and process against the best practice checklists in our guides.
