Digital Marketing Impact Analysis Framework

Written By Jeremiah Fellows

Process

Start your assessment by reviewing existing digital marketing analytics. This provides a baseline for understanding what you know about your customers behavior. Then identify the gaps in your understanding. Next, put the data collection and analysis tools in place to fill the gaps. Gather the the specific information you need to have a complete understanding of your customers behavior. Data collection and analysis can take up to 45 days depending on the volume and quality of your existing data.

Once a sufficient amount of data has been gathered, look for patterns in behavior that present opportunities for greater digital marketing impact. Assess visitor patterns in three key areas that affect conversation rates:

  • Behavior & Experience

    • Once a visitor is on the site, where do they go? 

    • Which content do visitors find the most engaging? 

    • Where is the visitors attention focused? 

    • What pages are visited with the highest frequency? 

    • What is keeping visitors from accomplishing their goals?

    • Where do visitors exit?

  • Marketing Effectiveness

    • Is the website driving the desired customer behavior?

    • What website behavior trends (i.e. click paths, products viewed, etc.) correlate with conversions?

    • What trends correlate with negative conversions (i.e. abandoned shopping carts, bounce rates, incomplete paths, etc.)

  • Competitive Analysis

    • Which companies are competing for organic search audiences? 

    • Which companies are competing for paid search ads?

    • Which digital channels are you winning/losing?

Deliverables

  • Document Existing DM tools, processes, and interactions

  • Gaps and Opportunities Assessment

  • Recommended action path mapped to business and marketing goals

Jeremiah Fellows
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