** Digital audit

Level: Marketing leadership

When conducting a digital marketing campaign, it can be easy to get distracted chasing metrics and lose focus on your organisational goals. In this lesson, we'll show you how to conduct a thorough digital marketing audit. Using interactive exercises and practical examples, you will gain the tools to evaluate how well you're performing against your strategic goals, revealing what has worked well, or not, in the past few years. You'll also learn how to benchmark your activity against other organisations, providing a baseline for future activity.

Lesson objectives:

• About the importance of the digital audit as a part of your situation analysis
• To identify suitable objectives for each channel
• To develop research techniques that help you to benchmark activities
• To establish KPIs that lead o focused and strategic improvements

Estimated completion time: 4 hours

Course of origin: DMA Postgraduate Marketing Diploma