Advancement in technology has made digital marketing far more measurable than ever before. We can experiment with our digital campaigns with little budget, check performance and take actions based on it. Before we finalize a digital campaign, we need to know the objective of the campaign and the end result what we want to achieve. Along with this, we need to formalize the right metrics for the campaign. We need the following three elements to arrive at and provide correct metrics to the customer on digital campaigns.
This is nothing but the objective. We need to clearly have an objective and know what we aim to achieve out of the campaign. Goals could be monetary or non-monetary. This will result in the kind of analysis that one needs at the end of the campaign.
If you are not tracking the right marketing metrics, your marketing objective may not achieve the desired result. There are several metrics that you may need to look for when you are going with digital marketing. However, your objective will decide the most important metric that you need to look for. For instance, for a website, pageviews or time spent on the website may be important, but a recipe blogger may look for feedback on his or her new recipe. So be thoughtful before selecting a metric.
Ok. Now you know that you need so many things to track your digital campaign. But do you have the right tools for it? Most of the tools cost money. You may get a stripped down version for free or as a trial version. You need to identify the right tools to give you the correct metrics. For website tracking, you may use Google Analytics. However, GA is not a perfect tool. You can just get an indication about your traffic and visitors and other details about your website.
Monitoring and analyzing the “right” metrics is a crucial step in lead generation strategy or any business strategy for that matter. We at eMpulse Global use MIMS (Marketing Information Management System). This is a proprietary tool which we use to track various parameters of a digital campaign. We use this tool for the benefit of our customers, and customers can check the metrics on real time basis.
This tool helps campaign managers (both from customer end and our end) to modify the campaign based on the results that we get on a daily basis to achieve our end objective from the campaign. eMpulse builds innovative solutions as per the needs of our customers and which are in sync with the needs of project management in the digital marketing space and at the same time have a measurable impact on our clients’ business goals.