• What are the business objectives the digital property should support?
  • What specific user actions represent success in supporting those business objectives?
  • What strategic user segments are important to business objectives?

Why does your digital property exist?

  • Clearly identify the business objectives that are to be supported by the digital property.
  • Specify conversion goals that support each objective, with relative values for each.
  • Get organizational consensus & understanding in defining success – so decision makers have context for conversion & goal value metrics in reporting.
  • Set targets for key performance indicators.
  • Segregate data for strategic user segments.

Source: Avinash Kaushik’s “Digital Marketing and Measurement Model“.


Define Success | Measure Success | Improve

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