theaudienceconnection digital marketing audit process What has prompted the audit? e.g. "drop in online sales". Start with current data sources. They may provide you with enough information. Prioritise your evaluation criteria and plot the data against them. Where are you doing well - or not? What's standing out from the evaluation exercise, positive and negative? Challenge assumptions and identify further research or analysis needs, based on catalyst for audit. catalyst gather information evaluate data highlight key issues test and assess summarise findings Your audit will enable you to articulate your digital marketing Strengths and Weaknesses. S W O T information sources - Online channel analytics - Sales data - Database segmentation - Survey responses - Campaign results - Customer feedback - Internal interviews - Competitor analysis evaluation criteria - Organisation mission/goals - Audience development model - Industry benchmarks - Digital marketing best practice - Competitor positioning examples - key issues - Organisational goal/s not served by digital marketing - Poor performance against benchmarks, e.g. website bounces - Instances where ROI is high Involve the right people at the right time The Audience Connection, 2011 | www.audienceconnection.com