Process Implementation
your targets, which can be based on previous performance or industry benchmarks. Remember that these targets should be achievable, realistic, and defined within a fixed time period. It might be difficult to set realistic targets the first time around, mostly because you’re not quite sure about the challenges you’ll face and what you’re capable of doing. Again, don’t worry too much about this; you’ll start to fine tune your expectations after a couple of iterations.
2. DO Launch your digital campaign based on your media plan. This will be a starting point so the elements of your digital media campaign — placement, creative, targeting — may not necessarily be performing optimally.
3. CHECK Determine whether the elements of your campaign were successful. Fill in the scorecard for the first time with measurements from your campaign. Remember to only measure the metrics that are related to your marketing objective. Then, assess your outcome metrics against your targets. If you already reached a target, set a new one based on your performance — this will be your benchmark. You will be trying to beat previous performance and get increasingly better results. For those targets you didn’t reach, you’ll need to determine a strategy for improvement.
4. ACT Use the data you measured to make strategic changes to the elements of your campaign that are closely related to the KPI. Within a digital campaign, you can adjust the media placement, the creative or the targeting, and in a content production strategy, you can adapt the content to those subjects that resonate better with your audience. Remember that in the digital world, you can react fast, so don’t worry about making mistakes. If you are able to measure results quickly, you will be able to improve, optimize, or stop any of the strategies you decide to experiment with. Figure 5-3: The Deming Cycle
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