2 - Introducing the Full Circle Method for Digital Marketing

Four Dashboards Get You Started on Measuring Your Digital Marketing

As a Full Circle customer, you’re probably familiar with the Full Circle Method. Designed to optimize campaign mix and marketing spend, it’s a cycle in four parts: Planning, Achieving, Optimizing, and Evaluating, each with its own dashboard inside Response Management. Marketing faces unique challenges when it moves online, so we’ve also developed the Full Circle Method for Digital Marketing. Four dashboards within Digital Source Tracker give marketers sophisticated insight into:

• Engagement: How does your digital marketing influence prospects’ interactions with your company online?
• Cost: What does that marketing cost?
• Effectiveness: Is your digital marketing doing its job?
• Revenue: How much revenue does digital marketing drive for your company?

The Full Circle Method for Digital Marketing builds on the Full Circle Method just like Digital Source Tracker builds on Response Management. It introduces a new dimension to each step: An emerging trend on your Engagement dashboard, for example, might spark an idea that becomes part of your Planning process. If you established budgetary goals in Achieving, your Cost dashboard may come in handy to keep you on track. The Effectiveness dashboard contains a wealth of information to inform Optimization, and when it comes to Evaluating, your Revenue dashboard offers an in-depth look at value contribution.