{"id":130589,"date":"2021-09-01T15:00:31","date_gmt":"2021-09-01T14:00:31","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=130589"},"modified":"2021-09-08T12:03:13","modified_gmt":"2021-09-08T11:03:13","slug":"key-performance-questions-structure-digital-marketing-reports","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/key-performance-questions-structure-digital-marketing-reports\/","title":{"rendered":"How to use key performance questions to structure your digital marketing report"},"content":{"rendered":"

3 steps to creating an insight-driven digital marketing report<\/h2>\n

Monitoring, tracking and reporting on marketing campaigns is both an essential and valuable process that enables marketers to understand what works, what could be improved, and the overall impact on the business. What are the key performance questions in your digital marketing report that you need to drive your data-driven marketing strategy?<\/p>\n

Introducing key performance questions<\/h3>\n

In 2014, marketing consultant Bernard Marr<\/a><\/u> felt that organizations were often jumping straight into designing indicators before being clear about what they really needed to know. As a response to this ongoing challenge, he introduced the concept of key performance questions (KPQs)<\/a><\/u> to bridge the gap between strategic objectives and KPIs.<\/p>\n

According to Marr<\/a><\/u>:<\/p>\n

\"Formed as a short, forward-looking and open question that directly relates to a strategic objective, a KPQ enables senior leaders to fully understand what data and information they need in order to assess performance to that objective.\"<\/em><\/p>\n

Key performance questions allow you to take a step back and reflect on the overall goals and objectives you\u2019re seeking to accomplish as part of your analytics reporting.<\/p>\n

Our popular RACE Framework structure empowers marketers and managers to manipulate data and customer insights to understand and prioritize key customer journeys within their marketing strategies.<\/p>\n

\"Omnichannel<\/a><\/p>\n

Integrated across reach, act, convert, and engage, you can use the RACE Framework to plan, manage, and optimize your marketing funnel.<\/p>\n

Looking for digital marketing strategy advice?<\/h4>\n

If you're looking for a winning marketing strategy to acquire and retain more customers, why not book a free 1-2-1 consultation call? Book to speak with a RACE Framework expert today and take the opportunity to discuss your marketing strategy within the context of RACE.<\/p>\n

Identify strengths and weaknesses in your marketing funnel, and discover opportunities to grow your business through RACE. Book your call to get started today.

Need a winning marketing strategy?<\/h3>

Book your free 1-2-1 consultation to develop your new strategy with the RACE Framework<\/p>Book consultation<\/a><\/div>\"Grow<\/div><\/span><\/p>\n

By starting with a KPQ, you can develop a very useful framework to structure your campaign measurement reports. There are three steps to producing a KPQ-based measurement report, which we will discover today.<\/p>\n

Step 1 - Key performance questions<\/h3>\n

From the beginning of the campaign process, bring together the core group of stakeholders involved to agree on what you\u2019re looking to achieve. This exercise is useful as it will help you form a joined-up vision for the campaign and will inform your approach to measurement and reporting.<\/p>\n

It\u2019s useful to have five or six KPQs in total, so the kick-off session should be used to understand the questions stakeholders will be asking\u00a0in order to judge the success of the campaign. For this type of meeting, ask people to bring along the following type of information:<\/p>\n