This will cover understanding the value of the Digital Marketing & Measurement Model and how to create one for yourself. This will identify if your campaign was a success or a failure.

1. Digital Marketing and
Measurement Model
Instructor | Roger Lopez @inemode
Twitter: @inemode
www.linkedin.com/in/iamroger

2. There is one difference between
winners and losers when it comes to
Digital Strategies

3. Winners vs Loosers
Winners, well before
they think data or
tool, have a well
structured Digital
Marketing &
Measurement Model
Losers Don't.
(Time to Train
Or find a
Replacement)

4. What is the Digital Marketing &
Measurement Model
First developed by
Avinash Kaushik
Author,
Digital Marketing Evangelist ‐ Google,
Co‐founder ‐ Market Motive
The Digital Marketing &
Measurement Model is a
simple, structured, five step
process. It will help you to
structure your thinking about
your real purpose. And you’ll
be able to identify what you
will measure to judge success
or failure in a digital campaign

5. Digital Marketing and
Measurement Model
The root cause of failure in most
digital marketing campaigns?
•Not the lack of creativity in the
banner ad or TV spot .
•The sexiness of the website.
•It is not even (often) the
people involved.

6. Digital Marketing and
Measurement Model
The root cause of failure in most
digital marketing campaigns?
•Lack of structured thinking about what the real
purpose of the campaign is
•Lack of an objective set of measures with which to
identify success or failure.

7. What is the Digital Marketing
and Measurement Model
A Five Step Process To Guarantee Success:
1. Business Objectives
The answer to the question: Why does your website/campaign exist?
2. Goals
Specific strategies you'll leverage to accomplish your business
objectives.
3. Identify KPIs
Metrics that helps you understand biz performance against biz
objectives.
4. Targets
Numerical values you have pre‐determined as indicators of success or
failure.
5. Segments
A group of people, their sources, onsite behavior, or outcomes.
Every action tied to business impact!

8. What is the Digital Marketing
and Measurement Model
A complete, and competent, Digital Marketing & Measurement Model
will focus on three key areas of your marketing, and in each answer the
cluster of questions provided:
1. Acquisition.
2. Behavior.
3. Outcomes.
Every action tied to business impact!

9. What is the Digital Marketing
and Measurement Model
1. Acquisition.
•How are you anticipating acquiring traffic for your website? / YT video /
whatever else you are creating?
•Did you cover all three components of successful acquisition: Earned,
Owned, Paid media?
•How would you prioritize each?
• Where are you spending most of your efforts?
Every action tied to business impact!

10. What is the Digital Marketing
and Measurement Model
2. Behavior.
•What is the behavior you are expecting when people arrive? What
pages should they see?
•What videos should they watch?
•Should they visit repeatedly?
•Are there certain actions they should take?
•What is unique about your effort that ties to an optimal experience for
a customer?
Every action tied to business impact!

11. What is the Digital Marketing
and Measurement Model
3. Outcomes.
•What outcomes signify value delivered to the business bottom‐line?
•A download?
•A phone call to your call center?
•A qualified online lead?
•Signing up for email promotions?
•People buying your product / services ?
•A 10 point lift in brand perception?
Every action tied to business impact!

12. What is the Digital Marketing
and Measurement Model
If your Digital Marketing & Measurement Model does not cover all three
areas of your digital effort, then it is not complete.
Please consider revisiting it.
Don’t accept a mediocre model.
If not.. its time get your team trained (in‐house ) or find a new web team
(outsourced)
Every action tied to business impact!

13. Digital Marketing and
Measurement Model
Example
Real estate company
Main outcome is offline success
Every action tied to business impact!

14. Sr. Executives play a key role in this step.
What is the Digital Marketing
and Measurement Model
Step 1: Identify the Business Objectives.
•Ask this question:
Why does your website/campaign exist? (Think of acquisition, behavior
and outcomes.)
Sr. Executives play a key role in this step.
Your objectives
should be
DUMB
Doable.
Understandable
Manageable.
Beneficial.
Every action tied to business impact!

15. What is the Digital Marketing
and Measurement Model
Step 2: Identify Goals for each Objective.
My definition: Goals are specific strategies you'll leverage to accomplish
the business objectives.
Sr. Executives play a key role in this step.
Every action tied to business impact!

16. What is the Digital Marketing
and Measurement Model
Step 3: Identify the Key Performance Indicators.
DATA!!!
My definition: A key performance indicator (KPI) is a metric that helps you understand
how you are doing against your objectives
You’ll lead the work in this stop, in partnership with a “data person” if you have one.

17. What is the Digital Marketing
and Measurement Model
Try to look for smart KPIs? Here’s specific guidance to help you…

18. What is the Digital Marketing
and Measurement Model
Step 4: Identify the Targets.
My definition: Targets are numerical values you’ve pre‐determined as indicators of
success or failure
Organization leaders play a key role here, with input from Marketing and Finance.

19. What is the Digital Marketing
and Measurement Model
Step 5: Identify valuable Segments for analysis.
My definition: A group of people, their sources, onsite behavior, and outcomes.
You’ll provide leadership here and if you did a great job then your DMMM will look
something like this

20. What is the Digital Marketing
and Measurement Model
That’s a lot of Work!!!!
•Here's the sexiness:
•You now know what's important and where to start and what
to focus on.
•Your boss/client knows what success or failure looks like and
how to connect her/his business objectives to your data.
•Prioritized business focus for relevant data analysis!

21. What is the Digital Marketing
and Measurement Model
E‐commerce retail Example

22. What is the Digital Marketing
and Measurement Model
Other examples ( Non‐Profit) USMC

23. Business Objectives
Objective
Elf on the shelf
Product
Registration
Brand
Sales
Reinforce Online/
Offline adv.
Improve Web sales
Goal
Branded Traffic
A. Improve conversions A. Improve
B. Increase Customer per
Conversions
order spend
B. Visits until
Conversion
KPI
Branded Traffic
A. Conversion Rate
B. Average order Value
A. Improve
Conversions
B. Visits until
Conversion
Segment
Traffic
Source/Converted
visits/Location
A. Traffic Source
B. Registered vs. New
Visitors
C. Location
A. Traffic Source
B. Page Depth
Target
Increase brand
traffic by 5% in east
coast 10% in west
coast
A. Unknown until
A. Unknown until
ecommerce figures are
baseline
given to me.
established

24. What is the Digital Marketing
and Measurement Model

25. What is the Digital Marketing
and Measurement Model
Questions
Contact Roger:
roger@lopezaguirre.com
Twitter: @inemode
Blog/Web:
DOMYOWNPESTCONTROL.COM
For more in‐depth DMMM please
Read Web Analytics 2.0
Linkedin
www.linkedin.com/in/iamroger/
Note: 100% of the author’s proceeds from this
book will be donated to two charities, The
Smile Train and The Ekal Vidyalaya Foundation,
to assist in their efforts in making our world a
better place.