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Establish goals & success metrics

Metrics Client Goal/Objective Platform
AWARENESS

Impressions delivered, Post-Impression Branding/Awareness TV, Preroll, Print, Radio, Programmatic Audio,
conversions, New sessions on Google OOH, Events, RON Display, O&O Email
Something sparks interest, meets a need or creates one.
Analytics CONSIDER ATION

Interest/Research
Clicks, Number of pages per session in Industry-related content targeting,Higher-
Once interested, the consumer begins looking for more information.
Google Analytics funnel PPC, Programmatic Email
RESEARCH
Consideration
Time spent on site, Re-visits to the website, Retargeting, SEO, Social Media,DID,
Clicks,Visits to inventory pages After discovering the options, the consumer starts to consider & Programmatic & PPC
compare.

Intent BehavioralTargeting, Programmatic Email,Target
Form Fills, Phone calls,Visits to high-intent URLs
Consumers might call, request more info, or visit re-opens in email, IPTargeting
(Location, Contact Us) VALIDATION
your website.

In-person purchases, eCommerce transaction Conversion Dynamic PPC, SEO, Retargeting, IPTargeting

In-person or eCommerce transaction.
AC TION
Re-visits back to the website, Social media and Social Media, Directmarketing/email, IP Targeting,
Retention
other reviews Behavioral targeting forspecific in-market segments