We believe in SMART criteria: Specific, Measurable, Achievable, Relevant, and Time-based. First published in 1981, it is still pertinent today.
We know digital marketing – you are the expert in your industry and organization. Thoughtful collaboration isn’t just one of our values – it produces better results.
Setting the right goals and KPIs is not easy, but it’s the first step towards the achievement of successful outcomes. Our proven process will get you there.
Our CEO Jesse McCabe likes to say, “What gets measured gets done.” We couldn’t agree more! Locating accurate data and reporting on it is essential.
Once we collect data, it should tell a story that leads to action. Without understanding, comparing and acting on data, it becomes obsolete.
KPIs and goals are impermanent. Part of successful growth is changing and reiterating. It’s the scientific process of making decisions based on current information.
KPI stands for key performance indicator. To break it down further, this is typically a short list of the most important measurements that signal the success (or lack thereof) of reaching your goals. Your KPIs should give a snapshot of how you are doing as this data is measured, tracked and analyzed on an ongoing basis.
There are many examples of KPIs used to measure marketing performance. Some can be found by using free tools like Google Analytics, for example, visits, bounce rate, time on site and conversion rate – all broken out by traffic channel, landing page and more. Other KPIs will need to come from data inside of your organization such as cost per acquisition, ROI (return on investment), number of MQLs (marketing qualified leads) and revenue.
Goals are outcomes you strive to achieve. Marketing goals are most often closely related to overall organizational goals such as increasing revenue or revenue per customer.
Once you you have set goals, you can set appropriate KPIs that will allow you to measure and evaluate your progress over time.
Setting digital marketing goals is like setting goals for anything – they should be well-defined, important to success, attainable, and aligned with your objective.
Particular to digital marketing, a good place to begin is to think about online engagement whether that occurs through your website, social media or email campaigns.
We are here to help you find the right KPIs that will help you measure grow and ROI and get you where you want to be.