Digital Marketing Strategy: Creating Objectives and Using Measurement Frameworks

Plan a meaningful digital marketing strategy with The Open University

On this two-week course from The Open University and digital marketing experts Target Internet, you’ll explore the ‘O’ in the SOSTAC® framework, which stands for ‘Objectives’.

You’ll discover how to set meaningful objectives and how to put a measurement framework in place to track your progress towards them.

Define your primary digital marketing objective to achieve success for your business

While your strategy will have a number of desired outcomes, it’s important to define your primary objective, which will be the nearest thing to your overall business objective. Through expert guidance, you’ll discover the differences between these objectives and how they should work together.

You’ll learn how to set up your primary objective as an analytics goal in Google Analytics so you can build reports, such as multi-channel funnels. You’ll also learn how to set and improve key performance indicators for your channels and measure how each one contributes to your primary objective.

Discover how to use dashboards to improve your tactical digital marketing

As you work through the examples and activities, you’ll grow your skills and confidence to use dashboards to inform your decisions and generate ideas to improve your tactical activity. This could be changing a channel to see what impact it has on your end objectives or increasing the budget in a particular channel.

Benefit from expert insights to help cement your knowledge in strategy planning

This course is designed by practitioners who have worked with leading brands, including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal, and Warner Bros. Lead Educator Daniel Rowles, Target Internet’s CEO, is an award-winning author and voice of the Digital Marketing Podcast.

This course is ideal for those who are interested in deepening their understanding of digital marketing strategy as part of their overall approach to digital marketing.

It will be of particular interest to anyone wishing to further their studies in marketing, communications and business more generally.

• Setting objectives and web analytics goals
• Welcome to the course!
• Setting objectives
• Organisation and primary objectives
• Aligning web analytics goals
• Week 1 review
• Measuring your progress
• Welcome to the week
• Setting up measurement frameworks
• Channel metrics and attribution
• Connecting objectives and control
• Week 2 review