Digital Marketing Performance Evaluation Report - MMU 5U7Z8004

This report presents a digital marketing performance evaluation for Manchester Metropolitan University, focusing on campaigns, jobs and education, and engagement. It utilizes the RACE (Research, Action, Communication, Evaluation) model to assess Key Performance Indicators (KPIs) and proposes a new performance management system. The report analyzes data related to campaigns, including SE Event International Diversity, CW Business Growth, and others, providing quantitative results. It also examines the performance of job and education initiatives across various channels such as organic search, social media, and paid search, segmented by device type (desktop, tablet, and mobile). Furthermore, the evaluation analyzes engagement metrics, including website views and page interactions, identifying areas for improvement. The conclusion emphasizes the importance of strategic campaign management, optimized job and education initiatives, and enhanced engagement strategies to improve the university's marketing effectiveness and overall performance. The report provides recommendations for enhancing marketing efforts and achieving better competitive advantage.

Digital Measurement and Evaluation
Executive summary
The objective is to elaborate on the projected Performance Measure System generally and can
even be specializing in the activities of the Manchester Metropolitan University. This will
determine the importance of Key Performance Indicators together with the implication of them
on the organization.
The KPIs of the university that may be illustrated are campaigns, jobs and education and
engagement of the individuals. every key performance indicator is incontestable in keeping with
the RACE (research, action arrange, communication and evaluation) model. The model can
confirm however KPIs will improve its effectiveness so structure performance may be increased.
Moreover, the target of the report is to stress on the digital selling analysis of the given
organization together with creating acceptable recommendations of the key performance
indicators. The projected performance measure system also will be related to with the
implementation of the formal measurement define and applying a recognizable methodology of
KPI’s and metrics.
The significance of the RACE model also will be incontestable so implication may be graspable
and possible. The model also will determine the benefits of the implication together with crucial
the most aspects of the model. so as to achieve the effectiveness of the key performance
indicators, the RACE model is that the best thanks to accomplish it.
Table of Content
1. Executive Summary…………………………………………………………………1
2. Proposed performance measures……………………………………………………2
3. Key Performance Indicators………………………………………………………...3
4. Campaigns…………………………………………………………………………..4
5. Jobs and Education……………………………………………………………….…5
6. Engagement…………………………………………………………………………7
7. Conclusion……………………………………………………………………….….8
8. Reference…………….….…………………………………………………………10
1

Proposed Performance Measurement System
The reason for mensuration is to act because the extent thanks to the dimension of wherever the
business is, comparative to wherever it's initiated from and where it's longing completely
different level of success (Chuck Hemann, 2013). Key Performance Indicators interpret the
business approach into governable, functioning activities emphasized on the information
collected and monitored by the organization. they're considered the essential components of the
understanding desired to acknowledge a company’s development and growth. yet, numerous
businesses don't seem to be leverage the influence, that originates through thought of the
information (Dave Chaffey, 2017).
Deteriorating to participate in accumulating precise business knowledge, aloof from the common
economic statement and reports, which suggests that business possessors would endure counting
on "gut feelings" and expectations once it involves build judgments and selections. nevertheless,
there's no substitute for existing statistics once it originates for determinative the direction and
understanding the trail of the business. Moreover, there's Associate in Nursing previous locution,
“What gets measured gets done” rings correct. Considering the wealth of the understandings and
statistics accessible to the companies among the digital age, managers and CEOs should be up in
on this appreciated resource (Balu, 2015) . Currently, quite ever, businesses ought to be
gathering forward-viewing perceptions, that define the inclusive approach and apprize everyday
decision-making (Chuck Hemann, 2013).
KPIs are typically "input" involved with future signal outcomes. they often live intermediate
activities and also the procedures that distress the presentation of pause indicators (Management
Association, Information Resources, 2018). The samples of lead indicators of the key
performance indicators are client satisfaction, complete acknowledgment, range of leads
fashioned, sales closing magnitude relation and also the agreements in negotiation (Hanlon,
2019).
2

Key Performance Indicators (KPI)
The KPI may be enforced through RACE model, which is able to illustrate the planned activity
system related to 3 Key Performance Indicators for every stage of the RACE model. It may be
newspapers, social media, TV, magazines (Sebastian Tonkin, 2011). The succeeding stage is
action designing. The action designing includes strategic arrange is established through the
analysis, that identifies what material to transfer and among the foremost wonderful strategies to
succeed in the chosen audiences thereupon info. The proof needs to be interesting. It should be
capable of exploit the thought of the well-liked audiences that comprise content that they might
catch value in. AN accurately strategic arrange supports the communication not simply with the
objectives related to the PR plan, nonetheless conjointly attached with the essential vision,
mission and morals of the organization (FLORES, 2013).
The third stage attached within the RACE model is “communication”. This includes attainment
of the content and knowledge established with the particular action conceive to be correct and
most actual media channels. Media associates and make contact with lists might be appreciated
possessions attached with the stage so as to support you to allot info effectively. The closing
stage is analysis. it's necessary to trace the outcomes of the PR campaign together with
determinant its potency. characteristic the come on investment is a good methodology to estimate
the quality of the arrange (Flores, 2013). Considering this stage, the corporate ought to regulate
all the press engendered through the campaign; assess AN importance related to the press
together with examination the worth of the PR towards the expenditures attached with making
the PR.
The RACE model might be a confirming guide for establishing AN intentional PR arrange.
notwithstanding, it's essential to recollect that PR is a brisk procedure. It necessitates continuous
thought and application (Baer, 2013).
The RACE model is enforced on the Manchester Metropolitan University (MMU), which has the
system, should be approve an officer activity define, developing AN apparently distinctive
structure of the KPI’s and also the metrics. The structure of the organization should be
acceptable and comprehensible utterly in order that correct recommendations might be created.
The new structure should conjointly mirror the various implements, that are necessary (Eric
Greenberg, 2013).
3

Campaigns
The campaigns are thought of because the most vital activity of the promoting of the
organization. Manchester Metropolitan University campaign activity consistent with the RACE
model. a look was conducted that was based mostly upon SE Event International Diversity
honest, CW Business Growth, pad and sensible Summer 2018. The quantitative relation of SE
Event International Diversity honest was based mostly upon seventy-one.4% (20) new users,
eighty-nine (17) new users; whereas sixty-two (21) were related to the sessions. The bouncing
rate was regarding fifty-two.3% of the behavior. The proportion of CW Business Growth has
three.6% (1) and three (1) was related to with users and sessions, severally. The bouncing rate
was zero. The analysis additionally investigated relating to the pad, that illustrates that three.5%
(1) participants were current users, fifth (1) respondents were the new users, and three (1) were
engaged with the sessions (Johnson, 2015). Moreover, the sensible Summer 2018 have three.5%
(1) existing users, fifth (1) were the new users, whereas the individuals concerned within the
sessions were three (1) (Johnsen, 2017) (Giovannoni, 2018).
4

Jobs and Education
The jobs and education of the Manchester Metropolitan University are related with many factors
like referral, paid search, organic search, email and social. The factors of organic search, social,
referral and direct was existing factors. so they need the subsequent statistics: organic search has
a hundred and eighty of the participants within the sessions, whereas new sessions have --3% of
the participants and new users are 171%. The magnitude relation of the direct sessions was
eighty-four, whereas new sessions have a proportion of twenty-two and new users are more or
less 126%. The social issue has relatively less magnitude relation as compared with the opposite
factors. -12% were concerned within the existing sessions, 9.12% of the participants were
engaged within the new session; but -4% was the new users. The referral has -74% of this
sessions, nineteenth of the new sessions and -70% of respondents were the new users. the
opposite four factors are distinctive for the users, that the rate was zero (Damian Ryan, 2012).
the weather is show, email, alternative advertising and promotion and paid search of the survey
(George Westerman, 2014).
Furthermore, the duty and education were more classified into 3 factors that are the users United
Nations agency used desktop, tablet, and mobile for his or her operating purpose. The desktop
users were regarding one hundred fifty-five.7% within the existing sessions. The respondents
within the new sessions were -0.6% within the new sessions. The magnitude relation of the new
users was more or less 154%. those that were exploitation the pill for his or her work was
regarding 119% within the current conference; but, eleventh of the individual decided within the
new sessions, and therefore the new users have the proportion of 143%. The mobile users related
to this session was fifty-two, the new session encompasses a magnitude relation of sixteenth, and
new users were seventy-seven within the survey. The analysis of the information is created that
mobile users have the very best magnitude relation as compared with the users of pill in existing
sessions and new users together with existing and current sessions. the most magnitude relation
was known of the new users, as they begin exploitation such techniques.
5

Engagement
Around 2000 persons stayed on the website for ten seconds, while 1882 people were engaged on
the page of the organization. It indicates that many individuals were not properly engaged on the
website and on the page of the university.
363 people engaged themselves for 30 seconds on the website, whereas 666 people were
involved in the views of the page. The number of the viewers were engaged on the website was
254 and 601 on the page for about 60 seconds.
Total views of the page were about 27% (965) of the viewers, which indicates that page views
are not effective or productive. 30 per cent (613) of the people were involved in the page
previews; whereas, 25% (100) participants like the page by just viewing any advertise of the
organization. While 25% (218,498) people were those, who reached the post. The analysis of the
survey determined that 34% (6776) participants were associated with the post engagements. The
organization also made some videos, in which 37% (242) people were engaged.
Conclusion
The data indicates that Manchester Metropolitan University Business School emphasizing on its
three KPIs that are associated with campaigns, job and education and engagement of the people.
The improvement can be made so that the company can have a better competitive advantage and
generate sufficient revenues for the organization.
The campaigns should be properly maintained accurately so that effective marketing can be
emphasized. The less concentration on the campaigns can result in spreading less awareness and
understanding of the organization. Manchester Metropolitan University should focus on its major
activity of the campaign that is associated with giving proper guideline and instructions to the
customers.
The KPI affiliated with job and education was engaged with the people who are the existing and
new users of the session conducted by the organization. The factor of job and education was also
based upon the users who are using mobile, desktop and tablets. It was identified that proper
session should be provided to the people while making them comfortable with the new tools and
techniques. It will eventually be associated with rapidly spreading the awareness of the
organization as people must easily understand the instructions given on the website and the
Facebook page of the company.
6

Visualization
Campaigns
KPI BENEFITS AND RISKS JUSTIFICATION
Campaigning is the
perfect way of
marketing.
Campaigns make
ways to approach
your customers,
leads and clients.
They have always
proved to be a game
changing move,
securing the
meetings with
prospects and
customers.
Campaigns take hold of
someone's attention
when produced with
sequences of touch
points rather than
advertising just once.
Motivational campaigns
can help when an
organization is
promoting itself and need
to step forward the
clutter.
The (university) can organize several
campaigns for its promotion by making
teams of students who can visit
different schools and educational
institutes with some incentives to grab
the attention of students.
Online campaigns
are an effective way
to reach targeted
customers.
Where online
campaigning helps
attract customer's needs
and wants, it can also be
copied and used by other
organizations to harm
yours, by any means.
More new students are seen to search
(university) for admissions, owing to
the online campaigning service.
Campaigning online
via social media
platform plays a key
role in marketing for
any organization as
it is an era of social
media.
Too much advertisement
and clutter can make it
challenging the
customers to visit social
media accounts so it
should be made sure to
avoid placing ads and
provide to the point
information to the
customers.
Various social media pages of
(university) will attract more students
as today’s generation is more into
Facebook and twitter rather than
surfing websites of universities.
7

Jobs and education
KPI BENEFITS AND RISKS JUSTIFICATIONS
Offering jobs and trainings can
target a significant number of
students and teachers at a time.
People will find employment
with ease of learning, but a
large number of individuals
hoping for the facility can
affect the organization, as it
cannot offer the opportunity to
everyone at a time. In
addition, it would have to do
numerous pre-hiring of
professional trainers to
facilitate new comers.
For an organization like
(university), offering jobs
would be beneficial as more
substantial the number of
professional academic staff,
more the chances are there of
new admissions.
Employees of a firm can support
for this index by promoting the
firm in their families and friends.
This is an easy way to attract
more customers to your firm,
but it can also generate
nepotism.
Academic staff of the
university can advertise the
organization by informing
about new scholarships and
job offers to their families and
friends. They must not indulge
in favoritism for the cause,
and just advertising should
remain their ultimate target.
8

Make a separate job website for
your firm to facilitate the
customers with details.
Individuals seeking jobs only
would be directed towards this
website, but your firm may
need extra employees to
handle these websites.
It is good enough for the
university to keep scholarship,
admission and job offerings
apart so the visitors may be
directed to what they want
rather than surf the whole
website.
Engagement
KPI BENEFITS AND RISKS JUSTIFICATIONS
Establishing eloquent
communications by using
creative content based on
strategies to engage people
is called engagement in
marketing.
New prospects and visitors
are attracted to the
organizations, which keep
in touch with them via
websites or social media,
but this demands a proper
social media platform with
active service. Engagement
turns new customers to
promoters.
Need to have updated websites of
university comprising of contacts
details and 24/7online chat service
for any kind of queries in order to
keep newcomers engage with the
organization.
Another method to keep
your customers engaged is
to organize customer
online surveys.
These are fast and cheap,
and there is no need to
leave the firm for the
purpose. Yet these surveys
may mostly bring about
complaints, or many
customers will not take part
in the surveys.
The surveys should be made
compulsory in order to see how
many students and academic staff
are engaged with the activities of
the university.
9

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