go-Digital Blog on Digital Marketing

Digital Footprint Score ™

UPDATED:  March 5, 2013

Digital Footprint Score 13.3  (2013, March)

Site: 1) visits per person, 2) pages per visit, 3) Hubspot Marketing Grade

Search: 1) domains linking in, 2) keywords driving traffic, 3) # pages cached

Social: 1) Klout Score, 2) Kred Score, 3) bitly clicks

UPDATED:  April 5, 2012

UPDATED: March 16, 2012

The version of the score below is 12.3 (which means year 2012, month 3).

Digital Footprint Score 12.3

Site

– Hubspot overall marketing grade, indexed against others in the industry/sector
– pages per visit
– visits per unique user

Search

– keywords driving traffic
– sites referring traffic (inbound links)
– # of pages cached by Google

Social

– Kred Influence score, indexed against others in the industry/sector
– Kred Outreach score, indexed against others in the industry/sector
– Facebok Fans

Mobile

– unique mobile content or mobile version

UPDATED:  April 5, 2011.

The Digital Footprint Score(tm) is a metric that will be published quarterly by the Digital Strategy Institute.

The parameters that go into it are the following – under 4 vectors, 1) site, 2) search, 3) social, and 4) mobile.

The version of the score below is 11.4 (which means year 2011, month 4).

Digital Footprint Score 11.5

Site
– pages per visit
– visits per unique user
Search
– keywords driving traffic
– sites referring traffic (inbound links)

– # of pages cached by Google

Social
– twitter followers
– unique retweeters
– unique mentions of handle

Mobile
– unique mobile content
– mobile app?  (1/0)

Meaningful comparisons are made among brands in the same industry/category, using the raw DFS score. the indexed DFS score can also give directional indication across industries (e.g. which industries as a whole are better in digital than others).

The parameters that go into the score were chosen mainly on the following criteria — that they are easy to obtain, easy to understand, AND straightforward to impact. For example if you have a low pages per visit parameter, then you impact that by adding more content pages to your site.

UPDATE:  March 25, 2011.

Digital Footprint Score 11.4

Site
– pages per visit
– visits per unique user

Search
– sites referring traffic (inbound links)
– keywords driving traffic

Social
– twitter followers
– unique retweeters

Mobile
– excluded in this version

Digital Footprint Score 11.4 - Fashion (Highest)

DFS Score for Fashion Brands (lowest scores)

Original Post

The Digital Footprint Score(tm) is a new multi-metric index that helps brand marketers assess their digital marketing activities and compare it in apples-to-apples fashion to other brands in similar categories.

It takes parameters from the following 4 key areas: 1) site, 2) search, 3) social, and 4) mobile. It can be used to inform digital strategy and digital marketing tactics — those tactics will impact these parameters and improve the brand’s digital footprint score.

It is deliberately focused on measurable actions created by users NOT the size of the audience to which the ad was delivered, as in the case of the following 2 old metrics.

Source: http://en.wikipedia.org/wiki/Gross_Rating_Point

Gross Rating Point (GRP) is a term used in advertising to measure the size of an audience reached by a specific media vehicle or schedule. It is the product of the percentage of the target audience reached by an advertisement, times the frequency they see it in a given campaign. For example, a TV advertisement that is aired 5 times reaching 50% of the target audience, it would have 250 (GRP = 5 x 50% –) i.e., GRPs = frequency x % reach. To arrive at your total Gross Rating Points, add the individual ratings for each media vehicle you are using. You can also calculate GRP by dividing your gross Impressions by the population base and multiplying the answer by 100. GRPs are also used by broadcasters to sell their advertising space to potential customers.

A related metric is TRP, or Target Rating Point, a measure of the purchased targeted rating points representing an estimate of the component of the targeted audience being reached by an advertisement.

Digital Footprint Score Trademark

See also – online reputation management

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