Level 2 Certificate in Digital Promotion for Business (601/6673/3)
Unit 08 Measuring the effectiveness of digital promotional activity for business (H/507/4160)
In this NCFE unit we will investigate and apply a range of digital promotional activities.
Understanding the process and benefits of measuring digital promotional activities.
1.1 Describe Ways To Measure The Effectiveness Of A Digital Promotional Campaign
Different key performance indicators KPI or metrics are measured through the funnel when we run a digital campaign.
Before we look into details we must understand the difference between the vanity and value metrics in marketing. Vanity metrics are figures that look good but behind the figure no true value is gained from these numbers. An example of this are many figures we see in social media. platforms. The number of follower gained during a campaign looks good but in reality does not equate to revenue for a business or individual.
The percentage of conversions of leads to subscribers and then conversions of subscriber to customers a few weeks or months down the line is a better way to measure whether a business is going to make money.
Ways in which effectiveness could be managed include customer conversion processes, meeting
campaign objectives, and cost effectiveness.
At the top of the marketing funnel. The KPIs to consider are
At the middle of the marketing funnel.The KPIs to consider are measurements from the website. Such as visitors, then
At the bottom of the marketing funnel. The KPIs to consider are conversion goals set up in analytics. These conversions could be one of the following: sales, sign ups and downloads. If
1.2 Compare The Effectiveness Of Digital Promotional Activities
We are going to compare the following activities website, email, SEO, social media for effectiveness
Analytics and metric
This section 1 above is about understanding
So what are the benefits of measuring the effectiveness of digital promotional activities?
The learner can:
2.1 Explain Why It Is Important To Measure The Effectiveness Of Digital Promotional Activities
working not working direction to change checking and progress. Over time comparisons should be made over a time period month to month to see if activities improve the KPIs.
2.2 Evaluate The Benefits To A Business Of Measuring The Campaign’s Effectiveness
This section 2 above is about understanding
before and after
Here we are going to give recommendation/best practice to inform an effective future campaign
Our own campaign A/B testing.
Screen shots need for the following