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Establishing Brand Capabilities and Goals

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Digital Marketing - Study Notes:

Goals and KPIs

When conducting research, you should focus on insights that lead you towards your goals. To do this effectively, ask yourself:

  • What stage is your company at?
  • What would you like to achieve with your strategy?

You can follow three steps to help you figure out your brand capabilities and goals:

  • Know what resources, talent, and budgets you have access to.
  • Know what your limitations and your capabilities are.
  • Be realistic in setting your KPIs.
  • Sample KPIs

In order to help you establish your KPIs, here are some sample KPIs that are aligned to the customer journey:

  • If you’re relatively unknown, you should focus on building awareness. Are people starting to hear about your company, even if they aren’t currently in the market for your product? You will want to build followers and engagement as a first step. Follows, engagement, web visits are good sample KPIs to measure at the awareness stage.
  • Research and consideration. If people are aware of your brand, but are comparing you to alternatives, you’ll want to know that they’re spending a good amount of time with your content, and that they’re getting answers to their questions to help them lean in your direction. Time on site, search queries, and rankings are good sample KPIs to measure at this stage.
  • Your goal here is to make sure people are choosing your brand over others. Sales numbers, growth, and market share are good sample KPIs to measure at this stage.
  • If you have sales but are concerned about customer experience, and whether or not they are enjoying your brand, there are no better KPIs to measure than reviews, mentions, and feedback.
  • People can say what they like you, but are they buying again? Are they recommending you to friends? Repeat sales, recommendations, mentions, and public reviews are good sample KPIs to measure at the retention stage.
  • Avoid setting multiple KPIs. Set one core goal that could be measured across all of your efforts. You don’t want your goals to compete.
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Tara Hunt

Tara Hunt is an executive-level digital marketing professional with over 20 years of experience. She is the founder of Truly Inc., the author of one of the first books on how the social web is changing business, and a professional public speaker. Tara has created and executed proven digital and social strategies across multiple industries. She specializes in relationship and inbound marketing, with a passion for data-driven strategy.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Social Research
    Tara Hunt
    Skills Expert

    The Social Research module introduces key social media concepts, including the Digital Marketing Institute’s 3i Principles for successful digital marketing, and the role and responsibilities of the social media marketer. It then dives into the topic of social research and explains its importance to digital marketers. It equips marketers with the research tools and techniques needed to engage in effective audience research, competitive and industry research, and cultural research. It also explains how marketers can gain valuable insights from their research data.