Measuring the ROI on your Digital Marketing Initiatives In spite of digital marketing tactics being around forever, few marketers are not able to calculate ROI. Studies show that as many as 80% of digital marketers find it challenging to demonstrate the effectiveness of their spending, activities and campaigns to their management due to lack of quantification. Digital marketing agencies India believes that the core issue here lies in the lack of effective training towards scientific and financial knowledge among marketing majors. If you too are facing the same challenges, these tips will help you calculate your ROI more effectively and place your business in a better position to take strategic decisions.  Think Over and Above the Outcome Measures It is important to start by gaining clear understanding on the complex list of activities and their relationships among other activities that come together to deliver great returns. For example, your objective to nurture a community on social media will work against your brand your product is creating issues with customer satisfaction. In such a case, getting on social platforms essentially gives your customers a chance to complain some more about your offering.  Measure Critical Factors not Easy Factors While it is easier to put elements such as the likes, retweets and clicks into your ROI report, realize that these factors are not as critical as you make them to be. Before you start measuring, define the goals you have from any digital marketing campaign. Make sure that your goals are deeper than obvious performance measures. Now, work on creating key performance indicators connected to these goals. For instance, if you are sure that customer satisfaction influences your sales, assessing the sentiments of your audience is relevant to your business. However, make it a point to chart your performance across various KPIs over a period of time. This proves to be a lot more relevant in the long run.
 Going Beyond Metrics Avoid just creating dashboards that display all your metrics. Remember the statistics require skilled interpretation and the use of analytics to discover actionable insights generated from your metrics. Also, take into account the level of analysis different users may require. For instance, your marketing head will require an overview related to your entire product portfolio while the brand manager may just require insights into those products that they handle.  Correlating Compensation to the Metrics One of the biggest challenges digital marketing agencies say firms face is converting metrics into actionable insights. An effective way to achieve this is by tying your metrics to compensation. This helps make sure employees work hard to rely on the metrics to maximize performance through effective use of insights.  Go Beyond Descriptive Analytics While you may need your how many, how much and how often type answers to deploy predictive analytics, it is also important to develop models which rely on big data to identify relationships between all the factors that influence your ROI. By inculcating some quantitative skills along with your marketing sense, you will be able to convince your management about the path your strategies are taking.
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