Clearly define these tactics. Examples can be:

Perhaps the most difficult task in this process is that of defining the appropriate Key Performance Indicators to measure how these tactics measure up. Some KPI in support of the above examples might be:

When defining your KPI keep in mind the following four factors that make up a useful KPI:

With the KPIs in place, ensure your analytics account is configured correctly. Ensure that you can accurately – without too much effort – report on the identified KPIs. Have all the required channels been defined? Don’t just rely on default channels from your analytics tool. Make sure the marketing activities to support the marketing department’s mission statement are realistic and approved.