Your digital channels aren't fields of dreams. You can’t just build them and wait for engaged people to come.
Managers of digital channels must intelligently engage their visitors — and that’s not an easy task. CMSWire, Semphonic and Sitecore recently explored the topic of Smarter Web Engagement during a live webinar and even livelier Q&A session. Here's the written recap and the full video replay.
Webinar Recording
Connecting Analytics to Digital Goals
After a brief introduction by CMSWire's Managing Editor, Barb Mosher Zinck, Phil Kemelor, VP of Strategic Analytics at Semphonic, kicked off the event with a discussion of the techniques you can leverage to get more value from your digital analytics tools.
Most business have similar high level goals for their digital marketing efforts:
- Acquisition of new customers
- Customer advocacy
- Retention of current customers
- Up-sell and cross-sell products and services
The good news is that organizations are increasingly turning to their analytics tools to help them monitor these goals. Unfortunately, according to Kemelor, traditionally analytics tools have offered a wealth of metrics and reports, but little business insight.
In other words, the tools often provide lots of data, but it is often difficult for organizations to connect raw metrics to real world decisions and progress toward business goals. Increasing your page views is not a business goal, says Kemelor, it's an analytics metric.
No Context, No Story
Contextualizing the information these tools provide is critical for overcoming these challenges.
Drawing upon his extensive industry experience, Kemelor suggested that organizations monitor and evaluate data within a framework that makes sense for their business, instead of getting lost in raw metrics.
Marketers can use what Kemelor refers to as the “Success Metrics” methodology. This methodology helps organizations eliminate the disconnect between metrics provided by digital analytics tools and business goals and objectives.
Construct Your Success Metrics
R. Donald Daniel of McKinsey and Company developed the framework and John F. Rockart of the Sloan School of Management later refined it. The success metrics approach encourages marketers to begin with a high-level organizational mission then:
- Identify strategic goals that map to the mission
- Determining concrete and measurable objectives that help evaluate if strategic goals are being met
- Define success events (site/digital activities that analytics tool can track like conversion or a form submission) that can be used to evaluate the objectives
- Develop key performance indicators (KPIs) to measure success events based on the goals
Kemelor provides multiple real-world examples to illustrate how organizations can use the methodology to associate web analytics with real-world business goals.
Success Metrics framework Example by Phil Kemelor
Once organizations understand the relationship between digital events and their business objectives, determining the drivers for conversion is often the next step.
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Source : cmswire[dot]com
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