Marketing Measurement

This measurement-based marketing service is for a business that needs …

A measurement system that brings clarity and efficiency via easy-to-read dashboards and insights with pre-planned actions

Quick qualifier - This is for established businesses with ongoing leads/buyers plus a marketing budget.

What does this measurement service include?

  • We will audit your measurement and recommend/carry out changes
  • Plan and build your dashboards and actions
  • Work with you and your developer(s) to roll out those actions and report back on the results
  • Maintain your dashboards (tools evolve and things can break)
  • Rinse and repeat, with a view to building results and profitability

To find out more, schedule a call. We’ll discuss your current systems and your plans for your web-driven business. Then if it’s a go ahead we’ll get the paperwork out of the way and begin rolling out the project.

 

Need more information before getting in touch? Let’s get into the details…

Google advocate Avinash Kaushik does not like masses of reporting information. He calls it a data puke. It starts with a “let’s get all the data” plan (because we don’t know what we actually need to measure and something will be useful in there – right?)

Then there’s the huge pile of measurement reports and dashboards to display all this data.

The third part of this horror story is presenting it. Thud! as you drop the report pack on the meeting table (figuratively speaking because we’re all paperless now of course).

Now extract something actionable from that overwhelming pile. It's all highly inefficient and you probably don’t look forward to those meetings.

Before you go getting all that data, you need a system. A system that drives:

  • Auditing the measurement tools (which might include putting them in place first)
  • What to measure
  • Why you are measuring it
  • What outcomes you are forecasting
  • What actions you will take vs the different outcomes (good, bad or middling)

A system that means you are looking through the windscreen so that you can drive your marketing forward, not looking back through the rear-view mirror at what you did last month/last quarter/last year and having that tell you what to do next.

No more random acts of marketing. Instead you are in a conversation with your visitors, listening to what they are saying and responding to that.

That’s a more positive, broad picture.

 

What about the detailed view that we promised earlier?

You have a funnel for evolving prospects into buyers. You are asking them to consider your offer so that they transact with you. As the visitor moves through your offer, each of these steps makes up the visitor journey. And there may be smaller steps and journeys within those – microjourneys. All of this behaviour is measurable, one way or another. The audit will tell us what’s available to be measured.

But we are not ready to build the dashboard yet.

Now we choose what to measure and what changes we need to implement to help with that measurement.

Still not ready to build the dashboard. But now we can whiteboard the plan.

Next we forecast results, based on what we already know. (That might not be much or it might be plenty already).

By adding the forecasts, that whiteboard is getting more complex.

Now we work out the actions for each step we are measuring - for actual results vs the forecast.

For example: Is the visitor considering the offer long enough (45 seconds)?

  • No – it’s much less than that so we need to make the offer more compelling
  • Yes – it’s exactly that, so we can scale and continue looking for other areas to improve
  • Yes and it’s much more than that - let’s reassess the page to see why they are taking 5 minutes on average

And this is just one small step of the visitor’s journey we are measuring.

All the above means that building the dashboard is a much more efficient process now that we have it all planned out (on the whiteboard).

So let’s build the measurement dashboard, look at the results and follow up on the actions. And if you are looking at the dashboard for even 10 minutes to work out what to do, it’s not built correctly. It should be obvious.

It doesn’t stop there. This is an iterative process with the aim of building results and profitability for your site.

To sum up then...
Do away with:

  • Analysis paralysis
  • Masses of reporting
  • Opaque data with no actionable insights

Instead use marketing-based measurement that brings:

  • Clarity to your data
  • Easy-to-read dashboards
  • Actionable insights