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Measurement Strategy

Having well defined goals and objectives for your web sites, and marketing campaigns that align with overall corporate objectives provides the foundation for an effective measurement strategy. Once these are clear it is easier to define the data you need to capture and report on in order to measure success and ultimately show how your digital marketing programs are contributing to your bottom line.

As we mentioned in our first post, we are going to use the Webtrends Digital Marketing Maturity Model (DM3) to evaluate the maturity of Webtrends measurement strategy for the Open Campaign.

How did Webtrends rank?
As far as the Open Campaign is concerned, we believe Webtrends scores 4 out of 4 on the maturity of their measurement strategy. They have a measurement strategy that:

is shared across the organization
• As you can see on this site, Webtrends has pulled together resources across their digital marketing, web design, web development, and sales consulting teams. These individuals are responsible for executing on the campaign, defining criteria for reporting and ultimately optimizing the campaign based on the results they receive from Webtrends and from integrated partner solutions.

aligns with the organization’s overall objectives
• One of Webtrends primary objectives is to deliver on the needs of their customers. What better way to show you understand your customers, than to be one yourself? In the case of the Open Campaign they are demonstrating first-hand what it takes to pull together resources and data to successfully execute and optimize a digital marketing program. This can’t be done without an effective measurement strategy.

includes digital marketing activities that support their overall objectives
• From SEM, to Email, to customer surveys and social media, Webtrends has done a fantastic job of pulling together internal resources and partners to help define the measurement criteria necessary to drive a successful campaign across multiple marketing channels with the goal of driving engagement and leads for sales.

We recognize that the Open Campaign is a showcase designed to demonstrate how an organization executes, measures and optimizes a digital marketing program. Because measurement is one of the primary deliverables for the campaign, Webtrends had to have a solid measurement strategy in place.

What may not be so obvious is the effort and resources that have gone into making this happen. This commitment of resources can be one of the biggest challenges in maintaining a measurement strategy across an organization. We often find that measurement and analysis competes with other responsibilities or deadlines and may be left to one or two individuals who are responsible for acting on the results. Webtrends is no exception. When looking beyond the Open Campaign, Webtrends finds themselves battling on a daily basis to maintain a high score in this core area of DM3.

With that in mind, don’t worry if your measurement strategy is not quite as comprehensive as the Open Campaign. This showcase is designed to be a learning experience for everyone involved and provides a good example of how to make measurement and optimization an important part of a digital marketing program.

Here are a few simple things to consider when trying to develop or improve your overall measurement strategy:
• Start by focusing on one campaign or project.
• Be sure you can act upon what you measure.
• Make sure everyone involved in the campaign understands what you’re measuring and how it ties to your overall objectives.
• Take what you learn from that program to help define a broader measurement strategy across the organization.

Join the discussion:
Does your organization have a mature measurement strategy? (look at the Webtrends Digital Marketing Maturity Model (DM3) to help you determine where you stand) What challenges have you faced when trying to get a measurement strategy in place? Do you want to know more? Please share your comments and let us know!

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