Setting Objectives & Measuring Digital

This video talks through the objective setting process and how to use analytics to measure these objectives and optimise digital marketing campaigns. The video explores how different types of organisations (B2B, Ecommerce and Brands) need to set different type of goals and the challenges that you face along the way.

Transcription:

Hi, I'm Daniel Rowles, Target Internet. And in this video, we are going to talk about setting measurable objectives for your digital marketing campaigns.

So one of the biggest problems a lot of digital campaigns is that actually we don't clearly set measurable objectives from the outset. And then we come to look at the success it's almost impossible to work out, if it worked well or not. So what we're really are trying to do is set objectives that we can use web analytics to measure. And what we need to think about at that point is defining what our primary objectives are.

So primary objectives are those things that we can get to be able to do online, that are as near as possible to our business objective. So let me explain. If you are in the eCommerce business your primary objective an online sale, is the same as your business objective, which is selling online as well. So, it's nice and easy. You set up a goal in your analytic, which is somebody buying something, and that's measuring your primary objective and your business objective.

In a business to business organization, your primary objective online is to get someone to fill in an lead generation form. So to fill in a form to get somebody to contact them. But actually your business objective it is an actual sale. So there's a gap between the primary objective and the business objective. So we can measure that primary objective online through analytics. But actually the business objective probably happens somewhere else, because that's going to go off and be on end of the phone call or somewhere else as well. So the reality of this is this bit of a gap between primary objective and business objective.

In a brand situation, where you got somebody engaging in some content online and then a week later they're buying something in a shop, the primary objective is that online engagement, the business objective is something that happens somewhere else. So again there is a bigger gap between the two. The key things about primary objectives is that your are able to go through and measure them in analytics. You can set them up as a goal. And then we just need to work at what that gap is between primary and business.

Now, as I said, eCommerce there is no gap. Really straight forward, eCommerce businesses are great work within, because you do something and you get a reaction. And you can measure that very easily.

In business, the business the normal gap between primary and business objectives is actually measured using a CRM or a customer relationship management system. And that CRM system will allow us to track when the leads came in, where they came from, and then we can look at how many of them actually converted into business. So the gap is measurable using CRM.

In a situation where you're brand and maybe you're engaging with some contact online, and a week later in a shop, it's a lot more difficult. Because I'm trying to work out did that actual engagement online lead to that person buying something. And the only real way of doing that is you set your primary objective as being online engagement and you measure that in someway. But then you need to ask people questions. And you go back and you say, "Actually, the people that bought our product, did they engage?" and is there a correlation between the two things.

So the idea of primary objectives is a really important one, because it says, "What are we going to define success looks like for this particular campaign?"And then we can measure back against it and actually look did that have an impact on the bottom line.

Now you want to set the primary objectives that you can set up as goals within your analytics. And there's a number of different types of goals we are probably really two of them we really want to think about. One is a destination goal. That is somebody getting to a particular page. So destination goal: If you get to the Thank you for Buying page, I know that you've purchased. If you get to the Thank you for Filling in the Form page, I know you filled in the form. So maybe in an eCommerce situation or business to business lead generation situation, a destination goal is great. However, if I just want to look at your engaging with my content, well its great you loading up a particular report, but actually what I need to look at is did you scroll down and did you engage with that content?

So what we might then do is set up an event. And an event is something we can set up in analytics. It isn't just about a page loading it's about somebody doing something within a page. That could be clicking on the play button of a video, getting to the end of that video, maybe scrolling down through some content. That shows some level of engagement with my content. So we set up our primary objectives, we set up our goals in analytics to workout how many of those primary objectives are being completed. And then the last stage is to think about that gap. How is there a gap between our primary objective online and what our actually business outcome is. And if we can then go through and measure that we can work out the success of our campaigns, and we should hopefully be able to go through and iterate and improve our digital marketing campaigns.

So I hope you found this video useful. Please subscribe if you did. And I'll see you again on TargetInternet.com.