While the title referenced five areas of focus, the presenters added a sixth just before Engage. These six areas comprise a framework for managing digital measurement programs that the WebTrends Digital Marketing Optimization team developed:

Measurement Strategy
o Understand company business objectives.
o Align digital marketing activities to these company objectives.
o Define and document a measurement and learning plan.

Implementation
o Development of a technical tagging and implementation strategy that aligns to the measurement and learning objectives previously stated in the measurement strategy.
o Includes tagging plans/guides, implementation plans, test/QA plans, and any other documentation that determines what technical changes need to occur in order to support the measurement strategy.

Data integration
o Define and understand available sources of data, their relationship to your digital marketing program, and their integration capabilities.
o Develop integration plan and configure the measurement tools and business processes to support that plan.

Data visualization and delivery
o Develop KPIs for each stakeholder group and understand reporting requirements.
o Determine best delivery mechanism by designing wireframes of report in Excel, moving to functional mockups then the final product.
o Use automation wherever possible in order to shorten the amount of time spent simply gathering data in addition to increasing accuracy.

Adoption
o About getting the right data to the right people at the right time and ensuring digital marketing data becomes an integral part of business decision making.
o Develop governance processes.
o Deliver role-based training and encourage the use of digital marketing data in all areas of the organization.

Ongoing optimization
o The use of digital marketing data to identify optimization opportunities and to provide a means to quickly test different iterations of site/ad content.
o Use of KPI thresholds and alerts to be promptly notified of potential program issues as well as common triage practices to quickly resolve issue or optimize program.
o Enabling program partners to optimize their campaigns through the sharing of data between them.


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