Insight | Marketing

Why every project should use a DMMM

The Digital Marketing & Measurement Model is a simple model that was developed by digital guru Avinash Kaushik, No matter the size of the campaign, running through the Digital Marketing model before beginning a campaign is integral to its success.

It is so versatile that it can be used for a range of different projects. I can't imagine running a campaign before first running through this model. It is so simple, and yet so effective. 

Digital Marketing Measurement model - Distinction

When running through a Digital Marketing Measurement Model, the first thing to consider is the objective of the project. Whether that’s a small budget paid advertising campaign or a full redesign and development of a website – think about why it’s happening in the first place. The project objective should always be DUMB (Doable, Understandable, Manageable and Beneficial). It should also be in line with the overall business objective. 

Once you’ve got your objectives nailed, move on to goals – these are the strategies that will help to achieve your ultimate business objective. There can be as many of these as you need, but we’d recommend sticking to a core of three or four as these each are going to need work for the next three steps. 

The next thing to define is the key performance indicators (KPIs) of these set goals. The KPIs are the metrics that are going to indicate that you’re achieving your goal. For example, if your goal was brand awareness, a measurable key performance indicator would be newsletter sign ups per week or conversion of traffic to newsletter sign ups. 

Once these key performance indicators have been defined, they need a numeric value assigned to them that you'd consider a significant indication of success – these are your targets. These should be achievable but I’d recommend being ambitious too! Base them on past performance and the marketing efforts that went into those projects/campaigns to make educated predictions. 

Finally, consider your segments. Each goal will have a segment that is most important to its success. Segments are groups of your audience and/or customer base that you’re aiming all this marketing effort at. This step is vital: by segmenting your audience it makes analysis and reporting more focused. 

The most important thing to consider when using this model is that it needs input from the entire team – not only does this mean that the model is more accurate, as it’s based on the objectives of all business areas, but it also makes sure that everyone in the team is working towards the same ultimate objective. 

We work with clients in lots of different ways to put this together – and we always find that a campaign guided by this process is much more successful than one which isn't. That's why we created this handy guide to making the most perfect digital marketing measurement model.

Happy measuring!