Module 7: Measurement Tools in Digital

Marketing

Certificate in Digital Marketing | Oct 2021

Certificate in Digital Marketing –
APIDM
Module 07: Measurement Tools in Digital Marketing
Module 7: Measurement Tools in Digital Marketing

• Unit 1: Basic principles of designing an effective website

• Unit 2: Measurement KPIs in digital marketing (Jargon explained)
• Unit 3:Introduction to Web Analytics
• Unit 4: Social Media Monitoring Tools
Unit 1: Basic principles of designing an effective website

What is Web Design?

• Web design is a concept of planning,

creating, and maintaining websites.

• This involves taking care of the user

interface, the architecture of information
present, the layout, the colors, content,
navigation... etc
Unit 1: Basic principles of designing an effective website

1. Purpose? [Link]
Having a simple clear intention on all pages will help the Simplicity is the best way to go when considering the user
user interact with what you have to offer. experience and the usability of your website. Below are
ways to achieve simplicity through design.

• Colour - Colour palette that fits your brand

• Type - Typography has an important role to play on your

website

• Imagery – every visual aspect used within communications.

Photography, illustration, video and all forms of graphics
Unit 1: Basic principles of designing an effective website

3. Navigation 4. F-SHAPED PATTERN READING

Navigation is the way finding system used on websites The F- based pattern is the most common way visitors
where visitors interact and find what they are looking for. scan text on a website. Eye tracking studies have found
Website navigation is key to retaining visitors. If the that most of what people see is in the top and left area of
websites navigation is confusing visitors will give up and the screen.
find what they need elsewhere.
Unit 1: Basic principles of designing an effective website

5. CONTENT 6. GRID BASED LAYOUT

An effective web design has both great Grids help to structure your design and
design and great content. Using keep your content organised. The grid
compelling language & great content can helps to align elements on the page and
attract and influence visitors by converting keep it clean.
them into customers.
Unit 1: Basic principles of designing an effective website

7. LOAD TIME 8. MOBILE FRIENDLY

Waiting for a website to load will lose More people are using their phones or other
visitors. Nearly half of web visitors expect a devices to browse the web. It is important to
site to load in 2 seconds or less and they consider building your website with a
will potentially leave a site that isn’t loaded responsive layout where your website can
within 3 seconds. Optimising image sizes adjust to different screens.
will help load your site faster.
Unit 2: Measurement KPIs in digital marketing (Jargon explained)
Unit 3: Introduction to Web Analytics
Unit 3: Introduction to Web Analytics
Unit 3: Introduction to Web Analytics
Walkthrough
Key Discussion

How to create and Real time audience Demographics of the

Admin Overview
place tags review audience

Acquisition – Google
Audience – Interest, eCommerce - Product
campaigns, Social Site Speed – Firefox,
affinity and in market performance , sales
campaigns, all traffic Chrome, Safari etc
audience performance
etc

Enhance eCommerce
development – Goals and Funnel
Shopify, Woo Visualization
Commerce etc
 More Learning
[Link]
Unit 4: Social Media Monitoring Tools
Types of Social Media Monitoring Tools
Unit 4: Social Media Monitoring Tools
Unit 4: Social Media Monitoring Tools
Free Social Media Monitoring Tools

TweetDeck Boardreader
Social Mention BuzzSumo
TweetReach Google Alerts
Followerwonk Native Analytics
SumAll Tools
Mentionmapp HubSpot
Lithium (formerly
Klout)
Hootsuite
Group Work
 What are the KPI’s the business needed to set up? Identify
platform wise

What are the social monitoring tools, can be used to

understand consumer behavior and sales or business
Identify a Business (Small performance?
or Medium) and answer
the below? Overall, What are the Digital Measurement Tools they are
using currently and what are you proposing to Improve?
30 Min Work out
10 Min Each for 3 Groups for
Discussion
How can the business get use of Google Analytics

What are the other tools which learned today might be

applicable?
END
 Thank You!
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Manager – Digital, Ogilvy Digital all the content, illustrations, models and other forms of
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Certified Professional Marketer (Asia), PGDipM (SLIM),
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MSLIM, BA (Hons) UK
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