The first step is to identify the business objectives: of our clients, to assess whether they are relevant, attainable and measurable.
The intention is to contrast business objectives with market data and sector metrics.
The second step is to identify the key performance indicators or KPIs.
The third step is to establish the parameters that will determine that we have succeeded for each of the KPIs.
Finally, the fourth step is to identify the segments of people / behavior / results that we will analyze to understand why we succeed or fail.
The measurement model will focus on three key areas
How do you anticipate the acquisition of traffic for your website or digital asset? Do you cover the three components of a successful acquisition: earned, owned and paid media? How would you prioritize each one? Where do you spend most of your efforts?
What is the behavior you expect when visitors arrive? What pages should they see? What videos should they watch? Should they visit you repeatedly? Are there certain actions you should take? Are you providing an optimal customer experience?
What results add value to the business objectives? A download? A phone call to your call center? A qualified lead? Are people buying your product / services? A conversion rate of 95%? An increase of 10 points in brand perception?