The Digital Marketing Measurement System

Digital marketing measurement is about using data from multiple sources to understand your website visitors, how they are acquired and how they interact with your website content. Then using that information to help you make actionable decisions about changes you can make to your marketing, digital campaigns and website.

 

Every College marketing team should have a Digital Marketing Measurement System in place to help you set up your digital campaigns, tweak your campaigns in real time and review your digital campaigns so you are continually improving your message to your target audiences, improving your landing page content and improving your customer journey.

 

FE Marketing works alongside your team to help you develop your Digital Marketing Measurement System.

 

Your Digital Marketing Measurement System helps you to measure your digital marketing activities, optimise your Google Analytics and Google Tag Manager accounts, produce actionable campaign reports and dashboards so you can be continually gaining actionable insights from your website traffic and digital campaigns and so you can develop more even effective campaigns and an even higher return on your advertising spend…

 

The Digital Marketing Measurement System helps you answer fundamental questions about how your target audiences and campaign traffic behave once they land on your website:

  • Which traffic channels campaigns contributed to the most enquiries / applications?
  • How many times does a visitor access the website before submitting an application?
  • How effective are our campaign landing pages?
  • What happens when a new visitor lands on our home page?
  • How are our visitors accessing our content?
  • Where are our visitors dropping out of the application process?
  • How can we use this data to help increase enquiries, registrations and applications?
  • Based on the data where should we invest our digital spend?

 

The Digital Marketing Measurement System is delivered in three stages across 30, 60 and 365 days:

 

Stage 1: The First 30 Days: Developing Your Digital Marketing Measurement Plan

During the first 30 days of The Digital Marketing Measurement System we meet on a weekly basis via webinar to:

  • Review your current website so you have clarity on what can be tracked
  • Identify data to be reported on so this can be built into your reporting plan
  • Review existing tracking set up so you know your website data is tracking properly
  • Optimise your Google Analytics set up so you know you can make data driven decisions based on clean and accurate data
  • Optimise your Google Tag Manager set up so you can fully measure all the various behaviours taking place on the site

 

These 1:1 support sessions are recorded so future team members can benefit from this training

 

 

Stage 2: The Next 30 Days: Implementing Your Digital Marketing Measurement Plan

During the next 30 days of The Digital Marketing Measurement System we meet via webinar to:

  • Ensure your core Google Tag Manager tracking is reporting into your Google Analytics data
  • Set up processes to track your customer journey so you can be continually improving your conversions such as submitting enquiries and online applications
  • Set up your initial real time reports in Google Data Studio so you can access easy to follow dashboards which will help you gain insights and make data driven decisions

 

These 1:1 support sessions are recorded so future team members can benefit from this training

 

 

Stage 3: The Next 305 Days: Digital Marketing Measurement Support

During the remaining ten months of The Digital Marketing Measurement System your team will have access to:

On demand 1:1 training sessions to:

  • Analyse your digital campaigns so you are continually improving your landing pages and ROI on your advertising spend
  • Review and fine tune your monthly reporting templates so you are constantly receiving accurate data on your core digital objectives
  • Implement latest updates to your Google Analytics and Google Tag Manager accounts so your team are kept up to speed on the latest implementation best practices.

These 1:1 support sessions are recorded so future team members can benefit from this training

 

Priority response time via a dedicated Slack Channel so you can receive answers to your question in hours and not days

 

The FE Digital Marketing Measurement Best Practice Group to include monthly digital marketing measurement best practice group training sessions

Access to The FE Digital Marketing Measurement Best Practice Portal including online training sessions such as:

  • Google Analytics for FE Marketing Teams Fundamentals Training
  • Google Tag Manager for FE Marketing Teams Online Training
  • Reviewing Student Recruitment Campaigns & Online Application Submission in Google Analytics
  • Setting up Google Analytics for Enrolment
  • Segmenting your website traffic and campaigns

 

You have the option to allow every member of your marketing team to have access to the Portal and resources for their continuing professional development

 

 

What Outcomes Can Your Team Expect From The Digital Marketing Measurement System?

By accessing your 1 to 1 support and the monthly Best Practice Group webinars your team will know:

  • How to access the most critical Google Analytics data for your College so you know what data to focus on which to ignore for now
  • What’s working with your campaigns and what needs improving so you can be continually improving your digital campaigns and return on advertising spend
  • How to tweak and optimise your campaigns in real time so you can improve your content, landing pages and calls to action whilst the campaign is live
  • How to report on your insights and make recommendations to continually improve the ROI from your campaigns
  • How to track the key actions your visitors are taking on your website so you know how your visitors behave on your website
  • How to use Google Analytics data to allocate budget to channels delivering measurable results

What College Marketing Teams Say About Working With FE Marketing:

wirral-met-college
henley-college-coventry
coleg-cambria
solihull-college

 

 

Sound interesting?

For more information on The Digital Marketing Measurement System  contact Simon Connor on 01943 864636

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