Digital Marketing Excellence: Impact and Performance Measurement Benchmarks

STUDY OVERVIEW

As Digital Marketing strategies and tactics evolve, companies must constantly adapt how they measure the impact/reach and performance of their digital activities. Effective performance measurement approaches enable organizations to gauge the value of their digital activities and where they should invest resources.

This study examines the metrics successful healthcare organizations use to measure the impact/reach of key digital activities such as Email, social media and websites. In addition, the research examines the effectiveness of various metrics used to measure the performance of key digital activities, including SEO, online community engagement and website and mobile optimization.

This study provides segment perspectives on large, mid-cap and small companies as well as global vs. U.S.-only companies.


KEY TOPICS

• Study Overview
• Key Findings & Trends
• Benchmarks in Digital Productivity
• Effective Metrics for Measuring Performance

• Email service volumes per month, per send
• Website service volumes
• Social media service volumes
• Do you measure digital performance for these digital activity types?
• Innovative approaches to score carding for Digital Marketing teams
• Effectiveness of listed metrics for assessing Digital Marketing performance
• Effectiveness of listed metrics for assessing Email performance
• Effectiveness of listed metrics for assessing social websites
• Effectiveness of listed metrics for assessing Search Engine Optimization
• Effectiveness of listed metrics for assessing website and mobile optimization
• Effectiveness of listed metrics for assessing online community engagement
• Other highly effective performance metrics used to assess digital performance
  
  

• Roughly 70% Find “Content Engagement” Effective for Measuring Email Marketing Performance: More than two-thirds of partners consider content engagement metrics either “highly effective” (38%) or “somewhat effective” (31%) for measuring email marketing campaigns. Sales leads and downloads were both rated effective by a majority of respondents – with few companies finding them ineffective – but a significant percentage of companies (20-29%) do not currently use these metrics.
• Clear Measurement of Social Media Success Is Elusive: A large percentage of Digital teams do not use any metrics to evaluate social media marketing and interaction. Metrics that measure interaction quality (e.g., comments, likes, % of video watched) are most often deemed “highly effective,” but volume metrics (e.g., traffic increases, visits) are deemed at least “somewhat effective” by the greatest number of respondents. Online community engagement measurement is also still in nascent stages: DM groups active on this front typically find “insights gathered” and “engagement” to be the best performance evaluators.

Best Practices, LLC engaged 48 Digital Marketing leaders at 42 companies through a benchmarking survey instrument. Representatives from 8 companies participated in deep-dive interviews.

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