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

5. CONTENT 6. GRID BASED LAYOUT

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

7. LOAD TIME 8. MOBILE FRIENDLY

Waiting for a website to load will lose
visitors. Nearly half of web visitors expect a
site to load in 2 seconds or less and they
will potentially leave a site that isn’t loaded
within 3 seconds. Optimising image sizes
will help load your site faster.
More people are using their phones or other
devices to browse the web. It is important to
consider building your website with a
responsive layout where your website can
adjust to different screens.
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
https://analytics.google.com/analytics/academy/
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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MBA (PIM – Sri Jayawardanapura) individuals and/or organizations.
Certified Professional Marketer (Asia), PGDipM (SLIM),
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MSLIM, BA (Hons) UK
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