What they are quantifiablemeasurable and actionable

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What they are:Quantifiable/measurable andactionableMeasure factors that are critical tothe success of the organisationTied to business goals and targetsLimited to 5-8 key metricsApplied consistently throughout thecompanyWhat they are not:Metrics that are vague or unclear“Nice-to-know’s” or metrics that arenot actionableReports (e.g., top search engines,top keywords)Exhaustive set of metricsRefutable
Why do we need a measurement strategy?Gain a clearer understandingof your company’s online business performance. Withoutwell-definedKPIs, you’re not truly going to understand business performance and takeappropriate action.Achieve greater buy-in and adoptionby involving key executives and stakeholders inthe business requirements gathering phase.Align your organisationaround shared measurement objectives that are tied to keybusiness goals. Having everyone focused on what’s most important to the business isextremely valuable.Avoid costly misstepsthat may require re-implementation and delay “time-to-value”.Measure twice, cut once.Capturing data about customer interactions across multiple digital marketing channels is easierthan ever. The challenge is being able to understand and convert that data into actionable stepsthat increase customer interactions and help your business grow. A well-structured digitalmeasurement strategy will help you plan, organise and coordinate all the necessary elementsneeded to manage the big volumes of data being produced, as well as making sure this data isput to work throughout your organisation.3.3.2 Content StrategySuccessful content marketing plans do not come from brainstorming sessions, hunches, orinherited habits. Businesses must gather quantitative and qualitative data, some from sourcesthey already own and some created or purchased, to plan for content that customers will find andvalue.Review currentstrategy andpotential gapsCollect businessrequirements fromall stakeholdersEnsure no group’sneeds areoverlookedClarify businessgoals orrequirementsAvoid leaving outimplied/unstatedgoals orrequirementsSeparate strategicgoalsfrom tacticalrequirementsPrioritisecompetingbusinessobjectives orrequirementsSecure seniorexecute buy-in byinvolving them inthe processBalance groupneeds withorganisationalneedsEnsure allemployees arealigned with cleargoals and strategyGatherRefineAlign
With AEM, you can leverage content managed in the AEM authoring environment to build highlyengaging campaigns. Marketing assets designed, managed, and validated in Adobe ExperienceManager can be easily published across different channels.Framework for content strategyPre-ProductionResearch/insight: This stage involves starting with your user, understanding their needs, thedevelopment of personas, as well as a review and inventorying of existing assets and position.

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