3 Exercise: Project Progress - Video Tutorials & Practice Problems

<v ->All right, so now it's time for you</v> to return to the work on your project, the digital marketing analytics problem you chose to solve. So what activity metrics do you need to collect? What are the metrics that will really help you to solve your problem? What are the KPIs and beyond your KPI, what are the other metrics that you wanna look at? And how specific can you make your goal? If you're trying to pick a problem where you want to improve poor performance, can you have a timed goal that is very specific about what you're trying to do and look at those underlying metrics, not just the KPI itself. I also want you to look at what content you need to execute your plan. Is it content you already have or do you have to create some new stuff? If you have it, is it high enough quality or do you really need to improve it? Do you have old content that you can repurpose into the new content you need? Think about who you need help from, who are the people that you need to create this content or improve this content and how are you gonna persuade them to help you? You also need to think about how you're gonna measure the content. So how are you gonna measure the activity of the content, how are you going to measure the quality of the content? Which metrics give you the data that you need and what do you really need to know in order to guide your decisions as you solve this problem? So what kind of activity and content data do you need? Do you have the data already? If you have it, is it reliable, is it accurate? Do you have any historical data that you can use that will give you a comparison to the data that you're seeing now? Again, who do you need help from and how do you use that data? Are there any existing metrics or formulas or even AI models that can be used? How do you aggregate that data and then how can you be ready to segment and filter it? What actions need to be in your plan so that you get the data that you need to solve your problem? And how do you measure the Buyer Journey? So create the Buyer Journey for the product that you are solving the problem for. If this applies to your problem, go ahead and make a Buyer Journey, make it five steps, maybe six steps tops, the fewer the steps, the better, but use kind of single word verbs that are from the point of view of your customer. Qualify is not a step. You be qualifying them, but that's not what they think they're doing. They don't wake up in the morning and say, hey, I wanna fill out a registration form, so that's not a step, either. This is their mental journey. And so what are the measurable events that help you know that they move from step to step that you can instrument in your analytics system so you can measure progress through that Buyer Journey. And as always, keep your decision maker in mind. What is going to persuade him or her? Those are your arguments. Remember, you're communicating with numbers, and so you're using your data to tell a story, remember who you're telling the story to. So let's summarize what we're asking you to do. You're gonna continue working on your plan and you're gonna go through what activity metrics you need to solve your problem. You're gonna try and find if there are any gaps in the content, is there anything that's missing, or is there content that exists that you need to improve? You're also gonna look for the same type of gaps in data. What data do you need in order to solve your problem and where can you get it? Do you have it already or do you need some actions in your plan to collect that data? And last, I want you to decide how you're gonna measure the progress of your Buyer Journey. Now remember, depending on what your problem is, maybe not all of these exercises are really important for you, so use your wisdom and pick out the ones that will help you do the best job of solving the problem that you chose.