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If you are going to optimise your digital campaigns you need to measure them accurately

How do you measure the effectiveness of your digital campaigns? In this video, Dave Chaffey of Smart Insights talks to Grant LeBoff, founder of the Sticky Marketing Club about tools and key metrics to use for digital campaign tracking monitoring that companies should start to consider. Have a watch to find out all about the best practices in the area of measuring your campaigns.

Or here’s the transcript for the quick version:

Grant Leboff: So Dave, one of the things that business owners, marketing managers, really struggle with, I think, a little bit on digital, is measuring the effectiveness of what they are doing. How would you go about looking at that?

Dave Chaffey: Yeah, that’s right, Grant. It’s a huge challenge. Almost every business I talk to hasn’t really got that nailed yet. The good news is, there are some great tools available. I think every business has got Google Analytics or similar in store. The mistake they make, they don’t always customise them for their business.

Dave Chaffey: I’d say probably the biggest weakness in Google Analytics is, although it’s got some social media reports, it doesn’t have good integration with social media reporting. It doesn’t show Facebook, LinkdIn, Twitter, as well as some of the specialist social media tools. I think that’s what I’d recommend looking at. We use Buffer and Hoot Suite at Smart Insights and each has a way of integrating with Google Analytics. You’ve got your Google Analytics campaign tracking parameters and then you can see the type of posts and which social networks they’re from and you can learn what work works best there.

Grant Leboff: What do you think would be the key metrics in terms of social media monitoring that companies should start to consider, to be able to look at the effectiveness of what they’re doing on some of those platforms?

Dave Chaffey: Sure, well I think the metrics for social media are similar to any digital channel that you’re using to drive visits to the site and get outcomes. To help businesses think about those, I’ve got a mnemonic I use in training called VQVC to help marketers review how sophisticated their metrics are. The first V is volume and I think most measure that. The reason I’ve put in the extra letters is so that people realize you’ve got to look at the quality, so conversion into different outcomes and the value as well. You’re able to measure things like goal value per visit or revenue per visit in Google Analytics. Often when I’m consulting or training, I find that people aren’t those value measures, but really until you’re not, you’re not really using Google Analytics at all. Just to round off the picture in VQVC, the final part is the cost. Then you can look at the overall ROI of the value against the investment you’ve made.

Smart Insights Expert member resources in our Campaign Planning Toolkit

Download resource – Marketing campaign planning guide

The aim of this guide is to help you review and refresh their existing approach in order to develop a more structured process which integrates the latest digital marketing techniques better.

Access the Marketing campaign planning guide

We have several other blank Word and Excel templates to help structure your campaign plans.

Download resource – Marketing campaign plan template

Unformatted Word document for you to add to with 1 page Quick campaign summary and a more detailed 4-5 page plan.

Access the Marketing campaign plan template

Download resource – Campaign timeline / project plan template and example

This Excel template is aimed at giving you a starting point when putting together a schedule to sequence the content and media for different types of campaigns from new product launch, sales promotion, event or new site launch.

Access the Campaign timeline/project plan template and example

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Ten Ways A Chatbot Can Help Digital Marketing Campaigns

What Is a ChatBot?

Chatbots are Natural Language Processing (NLP) based Artificial intelligence (AI) tools that are programmed to perform conversation-based tasks. The interfaces might either be through text or voice. While few chatbots are trained using scripts, most of the latest ones can learn through human interactions and reinforcement learning over time.

Chatbots have become very popular these days. Most of the websites have a chatbox service enabled to solve repetitive customer queries. From property sites to banking pages, chatbots have quite revolutionized the revolutionized interact with their customers.

Ten Ways to Use a ChatBot for Digital Marketing

The top ten ways through which chatbots can elevate the position of a company’s marketing strategies are listed as follows −

Segmentation of Website Traffic Customization of User Experience Full-time Availability

Chatbots will be available 24*7. Who wouldn’t love a brand that offers support anytime someone needs it? With the number of investments being put into developing and training chatbots, they are proven to be efficient enough to answer at least 80% of customer queries in general.

Understand the Customers

Digital technologies bring ease of data collection and analysis to them. What would not have been possible in conventional marketing can now be achieved rather easily. Chatbots interact with customers, understand their requirements, and receive their feedback all the while gathering and storing crucial structured, semi-structured, and unstructured data. These data can help enormously in launching new products, posting product offers, and improving the marketing communication framework.


Most service-based companies need to keep in touch with their customers regularly. Most of the time, these might include solving grievances and offering redressals. For instance, food delivery apps like Swiggy and Zomato have a dedicated chatbot service that solves your queries almost instantly. This will improve the brand’s perceived image and create a positive relationship with the customers.

Scheduling Meetings

Although chatbots can keep customers engaged they cannot close sales on their own. At some point in the sales funnel, the customers must be transferred to the sales team to take things forward. Scheduling meetings is an important part of this phase. Chatbots can be of great help in this stage by automatically scheduling meetings. They can act as the company’s front desk and efficiently manage meetings.

Management in Remote Working Teams

While chatbots are increasingly used in B2C perspectives, they can also be employed in remote team management software and tools. Teams can be kept organised through regular notifications and routine questions such as goals accomplished, projects closed, hours spent on training etc.

Providing Updates

It is important to keep the customer associated even after a sale has been recorded. For instance, sending them tracking links and updates on their shipment. Chatbots can seamlessly implement this and hence can be used anywhere in the sales funnel to offer unhindered and instant support.

Content Distribution

In addition to emails, chatbots can also be used to distribute content such as blogs and infographics. This can add value such that content is distributed based on customer profiles and interests.

Surveys and Feedback

Chatbots can roll out surveys and gather feedback from customers on their own. This data can be further analyzed and interpreted with customer data and buying history. Valuable insights can be drawn out of such feedback and can be used for refining the marketing and sales strategies of the company.

Major ChatBot Tools

A few of the major chatbot tools include Dialogflow, Botpress, ManyChat, Tars, MobileMonkey, and IBM Watson Assistant.


A chatbot can be a useful tool in digital marketing, enabling companies to interact with clients in a more efficient and personalized manner. Chatbots can increase customer satisfaction and retention because they can respond to consumer questions immediately and offer round-the-clock help. With the use of chatbots, businesses may better understand their target market and adjust their marketing plans by gathering customer data and insights. Chatbots can free up human resources and save businesses time and money by automating repetitive operations. Ultimately, organizations aiming to improve their customer experience and streamline their operations may find a competitive edge in using chatbots in digital marketing.

Measuring And Maintaining Employee Happiness

Professional well-being and contentment, often known as job satisfaction, are crucial components of any organization’s growth. It describes the degree of fulfillment, happiness, and joy that person feels when employed by a business.

Organizational climate has a beneficial effect on job productivity, absences, and staff turnover since it increases personnel’s likelihood to be connected, effective, and devoted to their employment. Professionals that are dissatisfied, on the other hand, may become disconnected, ineffective, and more inclined to depart from the organization.

Why Employee Happiness is Important in Organization

For a number of reasons, an organization should prioritize employee happiness

Increased productivity − Happy staff is often more fruitful because they are more prone to be inspired and invested in their jobs. Happier workers are more willing to go further than what is required of them, which boosts both productivity and effectiveness.

Decreased revenue − Disgruntled staff members are less likely to depart the company. For the company, this might be expensive in regard to the period and resources needed to find and develop new hires. Corporations may lower retention rates and keep key staff members by rendering employee happiness the first priority.

Greater client satisfaction − Staff members who are content with their jobs are more inclined to go above and beyond to satisfy consumers, which results in better dealing with customers. This may result in greater customer engagement and enhanced company results.

Working culture − A happy workplace that places an emphasis on staff morale may enhance the corporate culture as a whole. This may result in improved communication, more creative thinking, and improved public perception.

Improved revenue − A company may see a rise in revenue growth as a result of contented workers. This is due to the fact that contented workers have a tendency to be more effective, offer superior client relations, and have a greater tendency to stick with the company, all of which may help to enhance corporate goals.

In general, putting employee happiness first can lead to greater firm success, higher staff morale, and a happier workplace.

Way to Maintain Employee Happiness in the Organization

There are various ways for a company to maintain its staff happy

Develop a pleasant workplace atmosphere − A positive workplace atmosphere can make the staff more relaxed, at ease, and happy. This may be accomplished through promoting an atmosphere of openness and collaboration, encouraging job satisfaction, and offering a tidy and secure environment.

Offer possibilities for self-development − When workers perceive their jobs as demanding and conducive to training, they are much more inclined to be happy. Professionals can improve their abilities and realize their professional objectives with the aid of programs, mentorship, and chances for promotion.

Promote a good work-life happy medium − Happy employees need a balanced work-life. Companies may help with this by offering schedules that are flexible, remote working opportunities, and comprehensive sick and vacations leave entitlements.

Foster positive relationships − Fostering good relationships among team members and between staff and upper management can contribute to great company culture. Companies may promote this by setting up events that foster teamwork, promoting cooperation, and offering chances for connection and socializing.

Prioritize employee feedback and input − Emphasize employee input and suggestions since satisfied employees have a greater opportunity to keep it going and be respected in their work. Companies may promote this by giving effective performance assessments and input, asking workers for their opinions on corporate rules and procedures, and fostering an environment of open dialogue.

How to Measuring Employee Happiness?

The level of satisfaction that workers have with their respective jobs and the company as a whole may be determined by measuring employee happiness. The following are a few approaches to evaluating employee satisfaction

Staff surveys − Surveys are a popular method for measuring employee happiness. In these polls, concerns like the organizational climate, pay, perks, and life satisfaction are frequently asked. Businesses may use the findings of these investigations to pinpoint problem areas and create plans for increasing employee satisfaction.

Staff Retention Percentages − Retention rates among employees are often a reliable sign of their contentment. This might indicate that they are unhappy with their jobs or the company if staff is departing it at a rapid rate.

Staff Absenteeism − Excessive absence percentages may additionally be an indication that staff members are dissatisfied with their jobs or the company. When workers often report to work sick or take a bit of time off, it might mean they’re feeling stressed out or dissatisfied with their jobs.

Performance Indicators − Employee pleasure may also be measured using performance indicators, such as production levels, unit sales, and service quality ratings. Employee satisfaction may increase efficiency and client happiness, which can boost success criteria.

Farewell interviews − Resignation interviews can offer insightful information on the reasons why workers are departing the organization. Corporations may discover weaknesses and create plans to address them by questioning leaving staff why they’re leaving.

Performance evaluations, customer retention, attendance, success factors, and exit questionnaires are just a few of the qualitative as well as quantitative data needed to measure employee satisfaction in general. Businesses may pinpoint points of enhancement and build plans to foster a more enjoyable and productive workplace by routinely monitoring employee satisfaction.


In conclusion, ensuring staff morale is a key component of fostering a supportive and effective workplace culture. Employers may boost organization, decrease absenteeism, and enhance staff retention by periodically assessing employee engagement and implementing steps to fix any problems or concerns. Happiness needs to be assessed more regularly than most businesses give themselves the time to be doing, irrespective of how it is quantified.

Measuring The Quality Of A Link

Measuring the Quality of a Link

Have a linking campaign in the works but not sure exactly where to begin or how to judge the quality of the links you’re building, or buying? Todd Malincoat dissects the anatomy of quality link building with 6 quality link indicators on the StuntDubl blog:

Getting links is hard work. It’s very difficult to solicit links with no value proposition. It’s difficult to develop a value proposition if you have no sense of what you’re negotiating for. This is one of the key reasons why understanding the value of links is such a critical component to an SEO campaign.

No one likes to hear that placing a value on a link is a “gut feel” skill, but it’s true. You need to repeat the process many times, and understand the shifts in the marketplace.

Here’s how you can test the value of links, anchor text and sites which you are soliciting links from in less than five minutes.

1. By Keyword, Theme, or Industry Value : What is the value of the placement and traffic garnished from that link?

2. PageRank and Link Popularity : How much of a well trafficked authority site is that of which you have in your sights?

3. Outbound linking : In order to get, one has to give a little. Does the site give as much as it receives?

4. Links to the entire domain : How many sites are linking to various pages throughout the domain? And not just their links pages or link baited topics?

5. Where’s the link? Where on the site and within the pages will your link occur? In the body? The sidebar? Or hidden on the bottom? Would a normal web user notice or find the link? If so, chances are it will have more value to something burried behind the bushes.

6. How aged is the site? Anyone with a well mannered upbringing has respect for their elders. Expect the search engine algorithms to follow suit on giving value to links from older, established sites.

Todd has a rundown on the tools, which are all available in the post, The Five Minute Link Value Test at StuntDubl.

Transforming Political Campaigns Through Artificial Intelligence Technologies

Mass campaigns and rallies are turning virtual with AI 

Elections are people’s chance to change the nation’s fate. Voters believe that they are at a stage to exercise the right with a single press to bestow the leader they vouch for. Voters feel proud to be the power that chooses the fate of the country.

But things don’t end there. An election is packed with mass campaigns, choosing running candidates, evolving of funds, etc. However, voters have only one perspective in mind, to elect someone who can fulfil their call. To keep up with the people’s expectation, political leaders are looking at ways to utilize the opportunity and turn it as a victory. The mediator that helps complement the need of people is Artificial Intelligence (AI).

The modern era is emerging with new technologies. Civilians have gone to the extent of looking at possibilities to elect robots as politicians. But that is far from possible now. The present is the time for politicians to take the AI call and act accordingly. For ages now, politicians were used to meeting voters in person through public media campaigns and rallies. However, these are not going to help at a high level as politicians ought to switch and change their way of approaching with the technological swift.

AI is already slowly replacing humans in healthcare by assistance robots and motor industry through self-driven cars. Henceforth, using AI in politics is not a bad idea. This industry is vast and has a variety of avenues for implementation. 

Artificial Intelligence (AI) Algorithm

Artificial intelligence is a wide-ranging branch of computer science concerned with building smart machines capable of performing tasks that typically require human intelligence. AI is aided by algorithms that are programmed to think like humans and do works that ordinarily involve intelligence. AI also features human talents like learning, planning and reasoning.

AI has a neural network that is interconnected with layers of algorithms called neurons. Neurons are a set of inputs or an activation function trained to carry out specific tasks by changing the importance credited to the input data while it passes between the layers. The trained neurons attached to different inputs will continue to be varied until the output of the neural network is very close to what is desired. This is when AI reached a stage where it could carry out a particular task.

Machine Learning for self-comprehension

Machine learning is an amazing application of AI that aids its features to learn actions on its own. It empowers computers to employ a self-learning mode without being programmed. Machine learning either observes an action or goes through files to grasp and learn things. 

When a large volume of data acts as a primary source, the problem is that the data needs to be filtered. The task might look lengthy. Machine learning could fill in the gap and sort the data according to whatever sections we need. For example, it can segregate interesting trends from the data file and let us explore it with the machine learning technology. 

By educating machine learning and adding AI technology to the algorithms help make predictions about something. The filtered data can even differentiate and analyse the past voting patterns with the increase or decrease in the candidates’ popularity. Data analysis can unravel preferences of first-time voters, their population ratio along with the percentage of participation to predict vote share in the current given situation for the candidate or the party.

Some ways that AI targets the voters and filters them

Analyzing the online behaviour of voters including their data consumption pattern, relationship, social media patterns and unique psychographics to create a behavioural users profile.

Automated calls are generated to create custom greetings by parties.

Chatbots function to interact with supporters using automated programs over the internet. 

A candidate named Alice contested in 2023 Russian Presidential Election. Her campaign voiced a slogan that said ‘the president who knows you best.’ She secured a couple of thousands of votes using the strategy.

Prime Minister of India, Narendra Modi, used a hologram of himself to do virtual rallies at several places during the Lok Sabha election. This attracted thousands of people at different places simultaneously. It is not just Modi who adopted the technique. Politicians across the globe are now using social media channels to target large and diverse groups of voters with different messages. 

Big Data reveals the voter’s preference

Big Data is a huge set of data that is stored at multiple large scale platforms. Big data is considered as an asset as they help generate patterns, trends and association for the extremely large data storage. 

Micro-targeting campaign is the new trend that emerged out of big data. It involves gathering information about the general voice and perspective of voters. Later, the micro-target helps educate voters on various political issues and aid them to make up their minds about a certain candidate. The feature can deliver information of voters interest to persuade him/her. Big data for micro-targeting was used during the Presidential election campaign by Obama in 2012. 

Following the 2012 US presidential election using big data to campaign on voters, the technique observed wide adoption by many countries. Big data played a major role in 2014 and 2024 general election in India bringing a sweeping victory for BJP. Main opposition party Congress, and other parties like JD(U) and Aam Aadmi Party (AAP) are also utilizing the applications of artificial intelligence.

But there are chances that AI in politics might be misused. By knowing the political, behavioural and psychographic profiles of voters, AI can be used to send insincere and fake political messages. Earlier, Political consulting firm, Cambridge Analytica (now defunct) was accused of influencing Trump among voters that led to his victory. 

Artificial Intelligence (AI) features like machine learning, big data, chatbots and automated calls are a breakthrough technology that turns political race towards automation. However, the parties and leaders should use it in a proper way to gain trust and vote from citizens. 

How To Block A Website On Android Using Digital Wellbeing And Chrome

While digital services and mobile devices have been a boon in this time of the pandemic, they have also significantly increased the screen time for users. This means that more and more users have spent more and more time idling at their phones while reducing productivity. This is the reason why Digital Wellbeing as a utility was introduced by Google for Android devices.

Digital Wellbeing allows you to manage your screen time on your mobile devices while allowing you to view a detailed data set of the time you spend with each app and service on your mobile device.

Have you been looking to prevent yourself from accessing websites or games that reduce productivity? Do you have a kid for whom you need to block websites on an Android device? Then here’s all you need to know about it!

Can you block websites on Android?

Yes, with the recent update and additions to Digital Wellbeing, you can now block websites on Android. Previously you needed to enable experimental flags with Chrome for this to work but that is no longer the case.

The latest stable version of Chrome supports this feature and here’s how you can make the most of it on your device. 

Related: 7 Ways Block a Number on Android

How to block websites on Android

Here’s how you can block selected websites on an Android device. Needless to say that there are a few requirements that your device needs to meet for this to work.

Refer to the requirements below to ensure that your device can avail of this feature and subsequently use the guide below to help you block websites on Android. 


Android 10 or higher

If your device meets these requirements then use the guide below to help you block websites on your device. 

Step-by-step guide

Open the Settings app on your device and tap on ‘Digital Wellbeing and parental controls’. 

Now tap on ‘Dashboard’. 

You will now be shown a list of all the apps installed on your device. Look for ‘Chrome’ in this list and tap on ‘Show sites that you visit’ underneath it. 

Tap on ‘Show’ to confirm your choice. 

You will now be shown all the sites you visited in the browser along with the time you spent on each one of them. Find the site that you wish to block and tap on the hourglass beside it. 

Now enter the minimum time you wish to allow this site for, upon the completion of the timer you will no longer be allowed to access the website. If you wish to completely block the website, then you can choose ‘0 hours, 0 mins’ as your timer. 

Tap on ‘Ok’ once you are done. 

And that’s it! The selected website will now be limited or blocked completely on your device depending on your preferences. 

Can I block websites in browsers other than Chrome?

Unfortunately, this feature is currently only supported by Chrome. Popular mobile browsers like Opera, Brave, Edge, or Firefox do not support this feature. 

Can I unblock a website?

Yes, you can easily unblock a website. Simply follow the guide above and once you tap on the hourglass, tap on ‘Delete timer’ instead. This will delete the timer thus unblocking the website on your device. 


With so many new features in digital wellbeing on the horizon, you are bound to have a few questions. Here are a few commonly asked ones to help you get up to speed. 

How private is digital wellbeing?

Not at all private, Digital Wellbeing is one of the notorious stock Android apps that is heavily baked into Android and tied into most Google services. Digital wellbeing essentially creates, tracks, and stores your every move so that you can avail of its features. However, this would have been ideal if the data was stored locally, but digital wellbeing is one of those apps that you can not disable, has the exclusive permission to access your network always, and constantly phones home to Google services. 

Can I block apps using digital wellbeing?

Yes, you can easily block apps using digital wellbeing on your device. Just like for websites, tap on the hourglass beside the concerned app and set your desired timer. If you wish to completely block the app then you can set your timer as ‘0 hours, 0 mins’. 

What other features are offered by digital wellbeing?

Digital wellbeing offers you the following features when using the latest version of the app on your device. 

Customized notifications

Daily app and site limits

Pause distracting apps

Bedtime mode

Flip to shh

Grayscale mode

Create a work profile that can be paused whenever needed


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