Digital Analytics Maturation Model
Digital Analytics Maturation Model
Isolated
Business Questions Addressed Key Focus How is X doing?
Aggregation
How are we doing on X compared to Y? Understand which channels/vehicles are better than others at meeting specific objectives Common dashboard with specific components for each channel/vehicle (Cost Per Action for Keyword Vs Display) Broad decision making based upon input from multiple channels/vehicles (E.G. Put more money in to X because it is more cost effective than Y)
Connection
How does a change in X affect Y?
Learn dynamics of relationships between different channel/vehicle and understand the importance of each Integrated dashboard which shows interplay of each channel (E.G.3 banner exposures , 2 branded searches over 5 days was most cost effective path) Specific mix of channels/vehicles yielding the most impact (E.G. Spend $ in X and $$ in Y to give the best mix)
Data Visualization
Output
Measuring Success
Stimulus Engagement Conversion
Stimulus Ad Delivery Reach & Frequency Unique User Audience Composition Cost efficiency metrics
Online Engagement Ad Interaction (Rich Media Interactions, Clicks) Website visits (Time on site, events) Social Engagement (Likes, Shares, Comments)
Panel Research Ad Exposure Creative Effectiveness Optimal Reach Site Placement 1 Million Panelists
When to Measure
Frequency Varies by Length of Campaign and Media Inputs, etc. For 2 month campaign, we recommend the following:
Frequent reporting in first few weeks Less reporting towards the end