The establishment of website marketing activity monitoring plan

I struggled to run all kinds of marketing activities, but ended up with a lack of overall effect assessment. In marketing work, such a marketing case, there is no? In fact, this is a common problem in many corporate marketing departments. Generally is the operation, marketing or planning activities of the Planning program approved, page design, production, on-line and all kinds of marketing and other processes began to operate quickly. Finally need the effect of the report, often but the hand is no strategy or simple output some rough data, even if finished. The main culprit is that the lack of a set of effective monitoring programs for activities, can not implement real-time monitoring of activities, adjust the optimization and achieve the goal of the grasp of the situation, can not be in-depth summary of activities, understanding effective marketing channels, analysis of the potential needs of target groups, to explore opportunities for the next event.

Seemingly successful activities, in fact, we also missed a lot. Isn't it? You know, the user needs, marketing ideas, effective channels, user experience and effect monitoring, the five closely combined, each marketing activities created by the value will multiply, even immeasurable. So let's explore the steps to develop a monitoring programme for marketing activities (developed in conjunction with the programme of activities).

First, summarize marketing activities

In the monitoring programme, a brief overview of marketing activities is a good habit, and monitoring objects are available to facilitate the identification of specific monitoring data and methods, and the development of activity effectiveness reports. Briefly introduce the marketing elements such as activity objectives, groups, processes, goals, channels, milestones, and time, in particular, the objective of the goal (quantitative indicators, what is expected value?).

Figure I: An overview of marketing activities

Second, the division of Visitor Behavior

To measure the success degree of marketing activities, we need to classify the behavior of the visitors, which can be divided into two categories: willingness behavior and participation behavior. Willingness behavior, including attempts to transform and transform, refers to the behavior that the user is willing to take to achieve the purpose of visit, such as downloading, buying, etc. If it is the target visitor, then the willingness behavior of the visitor will be consistent with what the enterprise expects. The act of participation refers to any interactive behavior of the visitor in addition to attempting to transform and transform the behavior. The former is the key object of activity monitoring and effect evaluation, the latter data is the basis of problem diagnosis, activity optimization and user demand mining.

Figure II: Visitor Behavior Classification

Then, develop a tracking method

According to the website type and the activity plan, the visitor behavior divides into two kinds, then needs to determine the concrete tracking method. For different kinds of data, we need to develop different tracking methods and even multiple monitoring and analysis tools. The following is a data classification, specifically how to track and view tool-related help documents, not to repeat.

1, the site basic data, that is, the number of visits, stay time, new visitors ratio, bounce rate and so on. Through the Google Analytics, Omniture and other tools such as the basic tracking code can be obtained.

2, traffic source data, that is, a channel of visitor behavior monitoring, such as Google Analytics UTM class tag, mail service provider tracking can be achieved tracking.

3, interactive data, that is, downloading, playback, voting, sharing and so on behavior data, with event tracking, social tracking, virtual page and other custom methods to achieve tracking.

4, conversion data, that is, purchase, registration and other target conversion behavior data, event tracking, e-commerce tracking, such as the custom crawl.

Then, determine the monitoring metrics

Monitoring measurement, mainly used to monitor the activity process whether all normal according to the specified target travel, such as: Click through rate (CTR), mail open rate, each click Cost (CPC). It is especially important for the timely monitoring of marketing channel and target transformation effect in the course of activity, for example: The CTR of advertisement is too low, we should consider whether the advertisement content matching problem or the advertisement position problem.

Determine success metrics again

The success metric is mainly used to represent the achievement of the activity goal, which is undoubtedly our focus, usually including ROI, conversion rate conversions rate, etc. Its determination needs to be agreed with relevant stakeholders such as leaders and partners.

Finally, develop and implement a report sharing plan

Daily, weekly and monthly reports, according to the specific circumstances of the appropriate selection of monitoring report sharing frequency, used to update the relevant colleagues in the head of the activity information history. Daily report on the previous day, to confirm whether the effect of the activity is normal or better; Weekly is to share the highlights and dark points of the week to determine whether or not to take appropriate measures; The monthly report presents milestones, goals, and serious problems and difficulties of the event.

Figure III: Monitoring Report sharing plan

Finally to the last link, do you think that the above marketing activities of the monitoring steps to add? The article mentions that the magnification activity value has five items: the user needs, the marketing creativity, the effective channel, the user experience as well as the effect monitoring and so on tightly unifies, then has other item or related case?