In all communication strategies, determining objectives is essential to the success of your campaign. On digital, this is even more true. Here’s why you need to spend more time calibrating your indicators upstream of your digital devices…
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1. Choosing your key indicators is already strategic
Determine your campaign indicators that you will watch it everyday is a good way to define your strategy. The choice of indicators directs you to the category of measurement tools that you will use in your campaign reports: site centric, user centric and ad centric. On this last point, I refer you to my previous article on Data marketing.
The choice is vast in the ocean of indicators and depends on the tool who will be referent for you and your partners. Do not be mistaken. Taking the “right” tool, or the one that fits your goals is already an important step in developing your digital strategy.
2. Do not get polluted by non-strategic indicators for the effectiveness of your campaign
Too many indicators kill the indicators and interfere with the measurement of effectiveness. There are already more than 150 possible and you will not be able to manage them all. The choice is therefore strategic. The solution: you need to streamline your KPi’s giving them a weighting, a specific weight. From the most important to the least important.
Ask yourself the question to determine which one will be the keystone of your analysis. : if you had to keep only 1, which would you keep?
And don’t tell me about CTR as a KPIi’s (key indicator), it is an indicator certainly, but not often strategic or key. It’s like the bounce rate, useful at first glance, but not always strategic for optimizing your “paid” devices.
The number of KPi’s available on the market is overwhelming. So you have to be pragmatic. The right method also involves to choose Indicators with his client or his partners, who will operate. So it’s a collaborative choice and validated by all those who will work on them. Please note that you must also agree on the definition of indicators you choose. And, yes, it sometimes happens that your interlocutors have a different definition than yours. Be clear about this.
3. Do not neglect the stages of the communication process
If you ask an e-commerce site what is the key indicator of its campaigns, no need for a long speech: it’s online sales… But on closer inspection, we can see that they also have subjects of notoriety and visibility. They are not, alas for them, the only ones to communicate. And their competitors are often also formidable. The triptych: Make known, make love, and make buy must therefore remain a structuring element of all digital strategies. And they necessarily have an impact on the determination of your indicators.
Choose at least one metric from each campaign goal category. A very “perf” campaign also has the capacity to create visibility or engagement. And vice versa. The cursor and the weighting will not be the same depending on the priority objective set.
4. Have the right ScoreCard!
Thinking your campaign report upstream, along with your campaign indicators, is essential to the smooth running. Often treated at the end of campaigns, the report or dashboard is however the last link for an effective campaign. Knowing in a few moments if your device is working and which areas of optimization are key to efficiency. Therefore, no good strategy without a good dashboard, and good monitoring.
The tools are legion to allow you to have an interactive and shareable report with your teams or your partners. Stop the 30MB attachment in the email or worse copy and paste it into the body of the email to report your results.
5. Simplify and adapt the processing of campaign indicators
If you are lost in the rows and columns of your spreadsheet in the campaign report analysis, ask yourself the question of how to simplify this reading, if you were to present it to someone who has no knowledge from your device. Like always, what is well conceived is clearly stated. Your dashboards must remain clear, simple and above all interactive.
Must also adapt dashboards to contacts who will be readers of these performances. A marketing director, an executive or a digital operational will not want to have the same physiognomy in the report of your campaign. Simplify their lives, you’ll be doing yourself a favor while making them want to come see the performance. In terms of datvisualization, think about: Design First and Data second. The form is as important as the content.
And you still have 2 minutes, here is a small gift video on KPi’s to help you understand the organization of your goals.