The beauty of digital marketing is the ability to allow you to get a complete understanding of which digital marketing techniques work and which ones don’t so that you don’t waste on valuable resources. With platforms such as Google Analytics, you can test which measurements work and make informed decisions on the activities that can help you reach your KPIs.
When you want to measure your digital media performance, there are two key things to evaluate. It can be ongoing analytics or campaign focused metrics. Ongoing analytics monitor and track activities over time while campaign focuses metrics or event analytics have a clear beginning and end.
To evaluate your performance, there are key things to consider;
Determine your goals
Before you can jump into any measurement, you must first determine your goals. You must evaluate what you are trying to accomplish or gain through different digital marketing channels you are using. You need to generate a list of what you are trying to achieve. If you are interacting on various social media channels such as Twitter, YouTube, Pinterest, Facebook, plan your goals depending on what you want to achieve.
Create Metrics to Measure Goals
The next step after writing down your goals is to create metrics to measure your goals. A good example is if you are trying to measure engagement, the think about the best practical form of engagement to track. If you want to measure awareness, use metrics such as amplification, reach exposure and volume. If you want to measure engagement, look at issues such as retweets. If you want to drive traffic to your site, track issues such as URL shares.
After you have outlined and listed the metrics you want to focus on, you then need to find tools that can help you capture these metrics and then start measuring. In some other cases, you may need to use third party tools or in other times build your own APIs. There are many social media analytics tools that work in real time. You need to set up tracking way before your campaign begins.
Monitor and Report
The fourth step about the whole process is to report your results. You can use your initial findings to set a benchmark that can be used for your future measurements. Evaluate how your numbers compare to your expectations. Evaluate the ways you compare your competitors on related products and campaigns. Consider your schedule and reporting.