Measurement

Measurement of the Nugget campaign poses an unique challenge. The Nugget strives to become a new social platform and wants to keep its online presence to a few, well managed and effective platforms. Therefore, the Key Performance Indicators are in the first stage of the customer journey map: Awareness. The Nugget needs to increase brand recognition and awareness among its target audience, Primary Caretaker Millennial Moms. As KPIs for this stage we’ve identified:

Online KPIs

# of Unique visitors to the site
Time spent on site
# of mentions of “Nugget” by influential Mommy Blogs
# of Mentions on Facebook
# of shares of the “How you Nugget”
# of submissions on How to use the Nugget videos
Navigation paths:
- # of Mommy Blogs referrals
- # of Facebook Referrals
- # of Google Searches
  - Adwords to identify keywords

Offline KPIs

# of Schools who agree to use the Nugget
# of Movie theaters who agree to use the Nugget

Conversions

Number of people who purchase a Nugget through the website.

How will success be measured?

Success will be measured by the increase in number of unique visitors to the site, number of purchases and referrals.

Benchmarks

100,000 Unique visitors
Increase sales by 20% in one year
Increase number of mentions per day by 30%

Frequency

A baseline should be set before the launch of the campaign. During the first year it is recommended that KPIs are tracked once a month and the strategy be modified accordingly. After eight months a full revision of the KPIs can be done and a new campaign aimed at pre-commerce and commerce can be designed.