Post by amirmukaddas on Mar 10, 2024 10:33:25 GMT
Macro -conversions are those that allow the achievement of an ultimate objective of a campaign. Micro -conversions , on the other hand, are those objectives present in the different phases whose achievement makes a macro-conversion possible. These are, therefore, two aspects that go together in the definition of the objectives , and indicate the more or less close achievement of the same. To give an example, in the case of an e-commerce the macro-conversion can be that which sees the purchase of a product, while the micro-conversion is represented by the subscription to the newsletter. For a Social Network, for example Linkedin, the macro-conversion can be the contact request, while the micro-conversion can be the viewing or sharing of a post. These examples show us how objectives can be defined at various levels and are not all the same. Macro and micro conversions also introduce us to the Pyramid of Objectives model , which we also believe is useful to focus on.
The goal pyramid The question of objectives and their measurement is of great interest to digital communication professionals, as their definition is crucial, according to micro and macro conversion levels, for the definition of the company strategy. This is also a current topic for many Italian SMEs, which is why we propose an interesting model that has been cited a lot in recent years: the Pyramid of Objectives by the American Barbara Minto . The goal pyramid is based on the concept of “Mutually Exclusive, Collectively Exhaustive”, commonly known as MECE , which literally translated means “Mutually Exclusive, Collectively Exhaustive”. What does it mean? The structure Denmark Telegram Number Data of the pyramid is constituted according to a multilevel system where the secondary objectives are structured so as to be related to those higher up. Each sublevel - and therefore each sub-objective - deals with a specific area of expertise. No sub-objective, as the very definition of MECE suggests, steps on the toes of other sub-objectives of any level (same, lower or higher). Once all the sub-objectives have been achieved we can assert that we have achieved the higher level objective, because the sub-levels have been defined without leaving any "grey areas".
The important thing, according to Minto, is to keep in mind that the human brain has resources that are not infinite and that it can only work with a certain amount of information. For this reason we work with a model that closely resembles the WBS ( Work Breakdown Structure ) model, as well known as it is dear to those who deal with Project Management on a daily basis . We recently came across Barbara Minto's Pyramid of Objectives while reading Gianluca Diegoli's [mini]marketing letter . He explains to us that although this model was born and is applied as a method of presenting an idea , it adapts perfectly to marketing concepts. The pyramidal construction of a couple of levels already allows a 90% idea of where to concentrate the necessary investments to ensure the achievement of an effective objective. In the secondary levels, objectives are identified to be entrusted to vertical specialists , such as Google Ads specialists and SEO specialists . Can the objective pyramid therefore be applied to Google Analytics Measurement Plans? Absolutely yes! It proves to be an effective tool in defining and codifying objectives, capable of giving concrete results.
The goal pyramid The question of objectives and their measurement is of great interest to digital communication professionals, as their definition is crucial, according to micro and macro conversion levels, for the definition of the company strategy. This is also a current topic for many Italian SMEs, which is why we propose an interesting model that has been cited a lot in recent years: the Pyramid of Objectives by the American Barbara Minto . The goal pyramid is based on the concept of “Mutually Exclusive, Collectively Exhaustive”, commonly known as MECE , which literally translated means “Mutually Exclusive, Collectively Exhaustive”. What does it mean? The structure Denmark Telegram Number Data of the pyramid is constituted according to a multilevel system where the secondary objectives are structured so as to be related to those higher up. Each sublevel - and therefore each sub-objective - deals with a specific area of expertise. No sub-objective, as the very definition of MECE suggests, steps on the toes of other sub-objectives of any level (same, lower or higher). Once all the sub-objectives have been achieved we can assert that we have achieved the higher level objective, because the sub-levels have been defined without leaving any "grey areas".
The important thing, according to Minto, is to keep in mind that the human brain has resources that are not infinite and that it can only work with a certain amount of information. For this reason we work with a model that closely resembles the WBS ( Work Breakdown Structure ) model, as well known as it is dear to those who deal with Project Management on a daily basis . We recently came across Barbara Minto's Pyramid of Objectives while reading Gianluca Diegoli's [mini]marketing letter . He explains to us that although this model was born and is applied as a method of presenting an idea , it adapts perfectly to marketing concepts. The pyramidal construction of a couple of levels already allows a 90% idea of where to concentrate the necessary investments to ensure the achievement of an effective objective. In the secondary levels, objectives are identified to be entrusted to vertical specialists , such as Google Ads specialists and SEO specialists . Can the objective pyramid therefore be applied to Google Analytics Measurement Plans? Absolutely yes! It proves to be an effective tool in defining and codifying objectives, capable of giving concrete results.