High Level Design
Overview
Many SEM and digital marketers manage campaigns in several channels and each of these channels comes with its own platform and reporting system. SEMs face the challenge of tying online campaigns with actual business results and revenue generated from these efforts. The way you measure the success of your plan will depend on your general business and marketing KPIs objectives, which differ from business to business.Dashboard Example (sample data)
Click on the image to open and interact with the dashboard:
Goals
Increase sales generated from pay-per-click advertising and organic search
Improve brand awareness and reputation.
Objectives
- Improve conversion rate by XX% in 2016
- Improve lead quality by XX% in 2016
- Increase organic search visits by XX% in 2016
- Increase content viewed on Site by XX% in 2016
KPI Architecture
| Objectives | KPIs | Measures | Data Source |
|---|---|---|---|
| Improve conversion Rate by XX% in 2016 | Conversion Rate (%) | Google Adwords Conversion Rate | Google Adwords |
| Cost Per Click | Google Adwords | ||
| Improve lead quality by XX% in 2016 | Average Lead Score | Cost to Interaction by Lead Score | Google Adwords, Salesforce |
| Leads Converted vs Cost | Google Adwords, Salesforce | ||
| Improve organic search visits by XX% in 2016 | % New Visits | Bounce Rate | Google Analytics |
| Increase content viewed on site by XX% in 2016 | Duration and Pages viewed on Site | Leads to Opportunity | Salesforce |
| Traffic vs. Opportunity | Google Analytics, Salesforce |
Data Modeling (Elasticube Design)
