IDM #1 – Digital Marketing Measurement

Ok, you may find this incredibly boring but it’s one of the main ways that I learn stuff at the moment. I find if I want to learn about something usually the best way of doing so is to rummage around on the internet and write a blog post on the subject.

I’m currently in the process of revising for my IDM Digital Diploma exams so thought that for each module i’d try to write a quick summary on here, helping me to learn more effectively at the same time putting some semi intelligent content on my blog.

The first module that i’m going to cover is on ‘Digital Marketing Measurement’.

There are 8 key areas of digital marketing measurement and I’ve come up with a ridiculous acronym to help me remember them. Some of these areas have a wealth of free and paid for  tools  to measure them, for instance the ‘site centric’ component has great free tools such as Google Analytics which is free. However others such as ‘Attitudinal’ require more effort by arranging focus groups and approaching the user directly to gain feedback. All provide their own unique slant on how your digital marketing strategy may be performing. I bet there’s few people that can honestly say they have implemented all of them, but in an ideal world we probably would.

I USE A OAT

I’ve also added in some memorable and very literal  pictures which will stick in my mind come exam day.

So here’s the 7 different areas of measurement…

1. Inbound Enquiries
- Site search behaviour
- Inbound emails

CC Flickr user Eric Kilby

2. User Profiling
- Data capture from form completions on site
- User click response
- User purchase response

CC Flickr User striatic

3. Site Centric
- Website log files
- Page Tagging (Browser based)

CC Flickr User vrypan

4. E-Comms Centric
- Email
- Search
- Online Ads
- Affiliates
- PR
(+ Offline campaign tracking)

5. Attitudinal
- Surveys
- Focus Groups
- Mystery Shoppers

CC Flickr User; Ignacio Guerra

6. Outcome Based
- Registrations
- Leads
- Sales

CC Flickr User; the justified sinner

7. Audience Based
- ISP Aggregators (Hitwise)
- Panel Based (Netrankings, Comscore, Alexa)

CC Flickr User; gussifer | thecolorawesome.com

8. Technical Performance
- Page download time (particulary with the recent news that Google may be using it as a ranking factor)
- Process Responsiveness
- Availability

CC Flickr User; .schill

Remember;

I USE A OAT

Useful bookmarks for digital marketing measurement