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Setting up data-driven marketing: Start off by Setting Three to Four Simple KPI’s 

Start off by Setting Three to Four Simple KPI’s 

The first place to start is with something simple. Setting KPI’s. I say simple sometimes deciding on what these are can be somewhat difficult and open to interpretation as to what the main drivers are depending on the size of your organisation.  

For me, if I take this site as an example, I would have the following three areas; 

1: Set Up and Measure campaign marketing results: number of views, interactions and visitors to the site resulting from said campaign, set targets and goals within this. 

2: Customer Experience: monitor online behaviour, content engagement and user created content 

3: Social shares: monitor how well users are promoting and sharing content from the site  

These are just some ideas. You could use others and these can evolve. We don’t run events but if we did, we could use metrics to measure event sign up and attendance. In the future we may create a podcast, if we do, we could monitor the results, downloads and plays from that. We will create member only content and paid for toolkits, we could monitor the results from the downloads and monetary result from these as the site evolves.  

But whilst I am building the site and encouraging engagement these three baseline KPI’s are fine.  

KPI’s are great but the real benefit is when we can learn from the data and adapt and improve what we are doing.  

In the next article in this miniseries we will looking capturing useful permission-based data.  

 

 

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This article was written by Sam our Founder, Editor and Chief Behavioural Marketing Anarchist. Sam is an SEO Analyst & Data-Driven Marketing Strategist based in Telford, Shropshire in the UK.

Here he is a Writer on Behavioural Insights, Media, Communications, Data Science & Marketing Technology. Keeping a watchful eye and investigating the misuse of technology and behavioural science by big business, media, and politicians in manipulating online narratives to sway public opinion. All opinions are his own. :

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