PROFESSIONAL DIPLOMA

IN DIGITAL MARKETING

MODULE 1
LESSON 2: TRACKING & MEASURING
YOUR MARKETING EFFORTS
 WHAT ARE WE LEARNING
TODAY?

Marketing
funnels 01
02 Determining
objectives

Tracking
performance 03
04 How Analytics
can help

Professional Diploma in Digital Marketing

 WHAT IS A
MARKETING SALES FUNNEL?

A collection of stages you ideally want

potential customers to move through,
towards your key objective.

(Wikipedia)

Professional Diploma in Digital Marketing

 WHAT DOES THAT MEAN?

Is every purchase made without

thinking about it beforehand?

What does that thinking look like?

How does it change behavior?
 WHAT KINDS OF THINGS CHANGE?

WHERE WE HOW WE INFORMATION

LOOK LOOK FOR IT WE LOOK FOR

Professional Diploma in Digital Marketing

WHY DO YOU NEED A
MARKETING SALES FUNNEL?

Allows you to plan:

• How you’ll bring in traffic

• How you’ll manage leads

• How you’ll convert leads to customers

Professional Diploma in Digital Marketing

 HOW?

CONTENT RELEVANT TO THE OPTIMAL COMMUNICATION ADAPT TARGETING

BEHAVIOUR METHODS STRATEGIES
 WHAT IS A CONVERSION?

A conversion happens when a

site visitor completes a desired
action, e.g. submitting a form,
making a purchase
MEET AIDA
THE TRADITIONAL SALES FUNNEL

CREATED 1898

(Wikipedia), (Ardath Albee)

4 STAGES TO A SALE
AWARENESS
Seeing an ad, blog post, social media

INTEREST
Visiting your site, researching your brand,
following pages

DESIRE
Researching options, comparisons,
submitting a lead

ACTION
Making a purchase
 AWARENESS

INTEREST

CONSIDERATION

INTENT

6-STAGE FUNNEL EVALUATION

$
 AWARENESS Advertising, events,
direct email

INTEREST Targeted emails,

newsletter sign-ups

CONSIDERATION Free trials, specials, product push

INTENT Requesting a demo, adding items to

shopping cart

EVALUATION Targeted campaigns, pushing USPs

$ Making a purchase
 Avinash Kaushik’s Methodology

A brand’s Segment of Consumers Ongoing

largest consumers ready to buy communication
qualified thinking about to inspire
audience a particular repeat
thing purchases

This is considered an outdated sales funnel but it is important to know as

many brands still use the AIDA model
LIFECYCLE
MARKETING

• Loyalty and Advocacy

• Existing customers feed further

strategies and performance
 VAC
PERFORMANCE FOCUSED

VIEW
• All efforts directed towards capturing
the highest % of qualified / high-intent
users and driving them to convert

ACT
• Avoiding people towards the top of the
“traditional” funnels

CONVERT
WHICH FUNNEL
IS BET TER
IS SUBJECTIVE .
 PERFORMANCE FOCUSED FUNNELS
PRIORITISE CONVERSION

DETAILED LOW PRIORITY UPPER FUNNEL

RETARGETING ON VANITY GOALS TRACKED
STRATEGY METRICS BUT NOT REPORTED

Professional Diploma in Digital Marketing

 OTHER FUNNELS
PRIORITISE ALL OBJECTIVES

DETAILED CONTENT WIDE CHANNEL VARIETY

STRATEGY USE OF KPIS

Professional Diploma in Digital Marketing

FUNNEL EXAMPLE:
SEE, THINK, DO, CARE .
 MECHANIC

SEE

ALL ELIGIBLE DRIVERS

 MECHANIC

THINK

CURRENT CAR OWNERS

 MECHANIC

DO

USE THE MECHANIC’S SERVICES

 MECHANIC

CARE

RETENTION WITH COMMUNICATION

AND GOOD SERVICE
FUNNEL EXAMPLE:
VIEW, ACT, CONVERT.
 VIEW
MECHANIC

People looking for car services /

mechanics

(Wikipedia)

Professional Diploma in Digital Marketing

 ACT
MECHANIC

Submit a lead / make a phone

call

(Wikipedia)

Professional Diploma in Digital Marketing

 CONVERT
MECHANIC

Use mechanic’s services

(Wikipedia)

Professional Diploma in Digital Marketing

 WHAT ELSE?

If the strategy you implement after

determining your sales funnel/cycle is

not producing the desired results,

then you need to look at your

customer journey.
 WHAT ’ S TH E
DIFFEREN CE?

The customer journey is a detailed

outline of every step a lead takes to

become a paying customer.

Professional Diploma in Digital Marketing

 WHAT ’ S TH E
DIFFEREN CE?

While the marketing funnel is a

model that businesses use to market

appropriately to people at different

stages of the buying cycle.

Professional Diploma in Digital Marketing

MORE ON CUSTOMER
JOURNEYS IN LESSON 3
B2B & B2C

• Business to Business

• Business to Consumer
 B2B VS B2C FUNNELS

WHAT’S THE DIFFERENCE?

 6-STAGE FUNNEL
EXAMPLE
B2C B2B
Search for information AWARENESS Search for information

Look at specific products &

Look at products / services INTEREST
reviews

Compare & read reviews CONSIDERATION Share research with partners

Add product/s to cart INTENT Request a Demo

Review & go to checkout EVALUATION Receive a contract

Complete transaction SALE Complete transaction

Professional Diploma in Digital Marketing

HOW DO YOU
DETERMINE THEM?

OBJECTIVES
 ENTREPRENEURS
& BUSINESS OWNERS
NEED TO CONSIDER:

• Where they want the business to be

in 1 year and in 5 years

• What challenge/s is the business and

the industry facing?

• What is the purpose of the product

or service?
 ENTREPRENEURS
& BUSINESS OWNERS
NEED TO CONSIDER:

• Is there a market for their offering, or

does one need to be created?

• What does this market look like?

• What is your marketing budget?

DIFFERENT OBJECTIVES
AND WHAT THEY MEAN.
MARKET SHARE

Increasing your market share,

thereby decreasing competitors’
DI FFERENTIATI ON

Creating a unique identity in a

competitive market
CUSTOMER
REVIEWS

Improving service or product

ratings
 MARKET
DEVELOPMENT

Expanding into a new market to

increase revenue
REPUTATION

Establishing or building on a
brand’s reputation
 BRAND
ENGAGEMENT

Increasing the interaction rate

with customers
MARGINS

Improving margins, thereby

increasing revenue at a lower cost
 RETENTION

Increasing customer retention

rate
PROMOTION

Reaching your target with

marketing comms like promos,
coupons etc
PRICE
DISCRIMINATI ON

Finding methods to charge

varying prices based on customer
segments
 DETERMINING OBJECTIVES
ARE THEY REALISTIC?

MARKET RESEARCH M A R K E T A N A LY S I S

TARGET ANALYSIS OF
MARKETS AND THE
CUSTOMERS INDUSTRY

Professional Diploma in Digital Marketing

 FREE RESOURCES FOR RESEARCH
SEE HOW OFTEN A SEARCH
TERM HAS BEEN ENTERED
GOOGLE TRENDS
OVER TIME
SEE WHO IS BIDDING ON
YOUR RELEVANT KEYWORDS
KEYWORD RESEARCH

VIEW COMPETITOR ACTIVITY

AS WELL AS CURRENT ADS
SOCIAL MEDIA
BEING PROMOTED PRESENCE
ANY DATA YOU HAVE, FROM
SITE TRACKING, EMAIL SIGN-
OWNED DATA
UPS, ETC.

57 i9 presentation to Joe Smith

TRACKING

Beyond the “nice to know”

metrics

58 i9 presentation to Joe Smith

 WHY IS TRACKING IMPORTANT?

KNOW WHICH IT MAKES

PLAN AND
CHANNELS YOUR
TEST CHANGES
AFFECT THE MARKETING
EFFECTIVELY
BOTTOM-LINE MEASURABLE

Professional Diploma in Digital Marketing

 A Cost Through Revenue

WHAT B Click Through Rate

DOES CTR
STAND FOR?

Q&A

Professional Diploma in Digital Marketing

GOOGLE ANALYTICS
A free service that provides website
statistics and analytical tools

61 i9 presentation to Joe Smith

 AT TRIBUTIO N
MO DELS

The rule, or set of rules, that

determines how credit for sales and

conversions is assigned to

touchpoints in conversion paths.

Professional Diploma in Digital Marketing

 LAST-CLICK
ATTRIBUTION
MODEL

• All credit is given to the final click

• Results you see in other platforms
may differ
• If the difference is big, tracking and
goal setup should be checked

Professional Diploma in Digital Marketing

MORE ON ATTRIBUTION
IN LESSON 6
 ANALYTICS TERMS TO UNDERSTAND

USER SESSION BOUNCE RATE

A person A group of interactions with The % of users who exited your
your site site after the 1st page

Professional Diploma in Digital Marketing

 ANALYTICS TERMS TO UNDERSTAND

CONVERSION RATE DIRECT

Number of people who Users who went directly to your
converted / all visitors site by typing or bookmarking
your URL

Professional Diploma in Digital Marketing

MORE ON GOOGLE
ANALYTICS IN
MODULE 3!
GOOGLE ANALYTICS
Creating an Account
 CREATING AN ACCOUNT

Google account
needed (Gmail) 01
02 Visit
analytics.google.com

Select “Start for Free”

03
04 Use your Google
account details to login

Professional Diploma in Digital Marketing

SELECT YOUR ACCOUNT NAME
SELECT WHAT YOU WANT TO MEASURE
ADD YOUR WEBSITE, INDUSTRY & TIME ZONE
SELECT THE “ADMIN” BUTTON
GLOBAL SITE TAG
 GLOBAL SITE
TAG

Must be added before the </HEAD>

tag of every page on your site

Professional Diploma in Digital Marketing

EXAMPLE
URCHIN TRACKING MODULE
UTMS
77 i9 presentation to Joe Smith
WHAT IS A
UTM?

A piece of code that can be

added to any URL, used for

tracking information about

campaigns
HOW ARE THEY
HELPFUL?

• Provides more info to Google

Analytics
• You may have many links –
UTMs tell you which links are
doing the work
 EXAMPLES

ORGANIC VS PAID WHICH EMAIL GAVE WHICH

CONTENT ON YOU THE MOST KEYWORDS ARE
SOCIAL? TRAFFIC? CONVERTING?

Professional Diploma in Digital Marketing

 ELEMENTS OF A UTM TAG
Website URL (Universal Resource Locator) – the page/s on your site where your
advertising directs potential customers to

Source – the platform where your campaigns are (e.g. Google Search, Facebook)

Medium - the type of ad / spend within the source (e.g. PPC, email, Display)

Name – the name of your campaign (e.g. summer_mailer)

81 i9 presentation to Joe Smith

 EXAMPLE

digitalmarketing.com/professional-diploma/
?utm_source=google&utm_medium=search&utm_campaign=Hi_Guys
 WHAT ARE WE LEARNING
IN LESSON 3?

Who is my target
market? 01
What targeting
02 options are there
across channels?

How can I use

remarketing? 03
04 What are customer
journeys?

Professional Diploma in Digital Marketing