Digital campaign measurement

I learned very early in career that nothing is worth doing if you can’t measure it. I’ve worked with Google Analytics, first for Timberland, and for the duration of my career. I’ve also worked with Adobe Omniture. Not only have I built out aesthetically-pleasing dashboards & reports, but I’ve also dove into actionable insights.

 
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Dashboards

The first step is making sure everything is tracked properly before campaign start. After this it’s all about KPI tracking and performance analysis to first optimize, then review in full at the end. I’ve built out dashboards throughout my career (and don’t worry, they’re creative-eye friendly) for:

  • E-commerce

    • Product performance

    • Customer journey & engagement

    • Sales against marketing spend (ROAS)

  • Digital marketing

    • Search

    • Display

    • Social (paid + organic)

    • Influencer

    • Affiliates

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Actionable insight

So now we have the data. But what does it all mean?

Alongside all the dashboards I’ve built, I’ve created both insights and actions from what the data is telling us (vs KPI targets vs benchmarks). This loops back into the channels for either immediate actions or learnings for future campaigns or projects.

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