Digital Marketing Matrix
One could smell the fresh coffee brewing waking up the office at 8 am in the morning. Any other morning, Bob would have enjoyed the coffee smell mixed with the stuffy smell of the office before the air conditioners start up.
Not this morning though. Today is his presentation on the company’s digital initiatives before the executive team.
Bob was settling on his desk as Pekky, who worked with Bob, came along with her laptop clutched in her hand.
“We should start in another 20” said Pekky.
With a stoic face, Bob acknowledged and scanned the presentation one last time. He had his agenda chalked out for the executive team.
The office was nearly filled up within the next 10 minutes and in another 10, Bob and Pekky were in front of the executive team with all eyes fixed on them. It had been a while since the company, a fashion startup, green-lighted an aggressive online and social initiative, and today was the time to take stalk of progress.
For next hour and half, Bob and Pekky made their elaborate presentation putting down various numbers that encapsulated the company’s digital initiatives, neatly stacked to demystify the brand’s outreach in the online, mobile and social media spaces.
Bob knew numbers were critical in displaying the effectiveness of efforts. A glimpse of the facts presented:
- Website: Hits, dropouts, conversion funnel from the website and from landing pages and more
- Search Marketing: Clicks, CTR, CPC, Goal Conversions, CPC, Campaign performances and more
- Display Marketing: Impressions, CTR, Conversions and more
- Social: Likes, Unlikes, Visit duration, Engagements, Comments, Returning customers and more
- Mobile: App downloads, Average duration on App, frequency of visits, App uninstalls & more
Well, the executive team was convinced about efforts with respect to individual digital mediums be it online, social or mobile, but were at a loss when they wanted to create a cross reference across the verticals, and less than confused when they wanted to map results from digital activity to profitability
This is a common dilemma with most organizations as they try to find solutions.
The team discussed this dilemma for another half hour and Eureka! A solution came up. They decided to put a real time analytics engine (RAE) in place. This was Bob’s intent as well.
Real time analytics engine (RAE, as the team called it) gets fed digital analytics output from various verticals and maps it with transaction information on company databases. Bob added that this RAE should also provide results and feeds into the campaign management tool so that campaigns can be effectively tweaked in real time based on a customer’s preferences and reactions.
The meeting was over and outside the meeting room there was regular office hustle but Bob & Pekky knew that they have a big win under their sleeves with the executive team firmly with them and sanctioning the analytics project – RAE. Bob’s coffee, at 11am that morning tasted much sweeter.
#Cleuz
