Week 3: Presentation – Digital Marketing Performance based on KPIs
Please, work with a partner to prepare a brief (12-15 slides) presentation in which you select, research and evaluate the performance of a digital marketing campaign based on the use of appropriate key performance indicators (KPIs). Identify and teach the class about how KPIs can inform a marketer. Be prepared to present your work in class.
How well did the campaign use KPIs to meet the marketing objectives at each of the following three stages of the customer journey: awareness, consideration and decision? How are these KPIs used to optimize strategy?
- Awareness Stage – Which KPIs were most helpful in assessing this brand’s performance at this consideration stage? What data-driven decisions did the marketer make? Explain.
- Consideration Stage – OK, the marketer has gained awareness, now which KPIs will provide great insight into how to connect with the customer and meet the customer’s needs. For the marketing example you have selected, which KPIs were most informative? What did they tell the marketer?
- Decision Stage – Which KPIs will provide a good understanding of how well the marketing strategy is succeeding in helping customers decide on this brand as a solution? What do these KPI data points tell the marketer?
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