Strategy to Prove the Value of Agency Performance

How To
28 min
Web Analytics & Testing

Marketing executives and business leaders are drowning in data. They have access to powerful tools that produce endless streams of information about prospects and customers. However, data without analysis is simply noise.
Your agency must excel at bringing structure and meaning to the numbers. Be proactive in assessing your performance, and be willing to adapt digital strategies in real-time based on results (or the lack of results). In this lesson, we’ll build an example custom Scorecard to house primary and secondary metrics, and serve as a model for your clients.

You Will Learn

  • How to identify key performance indicators (KPIs) that drive agency activities
  • How to customize the four primary sections of the Scorecard — brand, leads, sales and loyalty
  • Best practices for inputting and analyzing campaign performance data
  • Why and how to establish benchmarks and define quarterly goals
  • How to create client report templates.
Instructor: Paul Roetzer

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