I have an uncomplicated, five-step approach. It might be helpful to you, especially if you have a small budget and no access to fancy dashboards.
Before I get started, though, I have a few don’ts:
ranted expounded on some measurement no-nos over at Kimber Media’s blog. Go have a read.
Now that you’ve read the don’ts, here’s what to do.
1. Identify the business objectives for your program/campaign.
Based on these business objectives, what do you need people to do? For example, if your objective is to increase sales, you need people to buy more of your product.
While increased sales is a common example, your objective could be anything. If you work for a nonprofit organization, your objective might be to increase members of an online community. An online community has people you can convert into members/donors.
That last bit is the most important. All roads might not lead to Rome, but they should lead to your business objective.
Your business objective(s) should be at the core of your measurement program. Before you do anything else, figure them out.