I'm really excited right now because one of my clients has decided to go ahead with a Google Analytics strategy!
Goals, measuring and reporting - specifically Return on Investment - are some of my favourite things, but no matter how great your tools are, this doesn't happen automatically. Sure, you can see how many visits you got or how many people came from Google, but that's not actionable.
They're just numbers.
My fantastic, ROI-loving client who's about to embark on this journey with me is the Dubbo Regional Theatre & Convention Centre
It's really important that they understand how well the website is working on selling tickets to events and driving business to the convention centre. Those are real business objectives, and just knowing how many people visited the site won't tell them what they need to know.
That's why we're going to build a Digital Measurement Model.
What is a Digital Measurement Model?
Our Digital Business Model is the way we tie your business objective, to digital goals, matching KPIs, targets and segements.
Think of it like a waterfall - if you follow this model down across all your business objectives and related goals, you know exactly what success will look like and when you want to achieve it, so putting together an action plan is super simple.
Putting it into action
I'm currently doing an official Google course about their tool, Google Tag Manager.
This is a great way to help manage other measurement tools, like Google Analytics, AdWords etc., and the best way to start is with a measurement strategy.
This is an example from their course, which takes you from your business objectives down to the metrics you need in your reports.
See any similarities? Yes, it's very close to, and actually based on the same model, as our own Digital Measurement Model.
Of course, a Digital Analytics Model relies on you being clear on your goals, and understanding how those translate in the digital world.
Your start point should always be your Digital Strategy.
Not sure where to begin? Read, 'Why you need a digital strategy. Now.' now.
I'm really looking forward to completing this model with DRTCC and all my clients!