| Objective : |
Introduction of a benchmarking system for the integrated evaluation of the success of digital marketing campaigns. |
| Realization : |
- Identification of six relevant goal dimensions for digital campaigns
- Research to identify exactly suitable benchmarks and best cases
- Integration of data from web analytics and social media tracking
- Development of exactly suitable reporting formats for diverse internal stakeholders
- Standardization of the existing reporting structure and integration into existing data evaluation
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| Result : |
- The establishment of a central code for the evaluation of success across measures and cam-paigns
- Ongoing derivation of recommended operational courses of action for short-term campaign optimization
- Definition of strategic recommendations for the optimization of long-term campaign planning
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