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Find what’s not working, and stop it! Is the simple explanation. Practically this means diving into your measurement set up and doing an audit. Wastage can be found, just be doing that quality control, on your measurement. Once you have done that, you can dive into, which parts of the media mix are being effective and which aren’t.
When it comes to digital components, metrics to keep an eye on:
- Reach, how many people are we getting in front of
- Attention, how long people are engaging for each click.
- Average Scroll, how are customers consuming the page and content.
- Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc.
- Conversion rate, rate at which people take the desired action.
- Bounce rate, are people staying, but use a bounce rate that captures if people leave even without clicking a link. Like Nudge does.
You can look for fraud in your traffic too, there is probably some there. Whether it is a lot or not, you’ll find out.
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