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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Analyse digital media impact
   • Determine measurable impact objectives for digital media
   • Review and deliver insights from online and offline channel data
   • Identify tools and technologies accessed by customers
   • Clearly establish audience engagement characteristics, expectations and responses
   • Identify gaps in engagement and expectations
2. Establish an experimentation framework
   • Design, build, and test a learning environment using industry tools and technologies
   • Prepare strategies for rapid real-time response, and rapid change
   • Model channel interaction options
   • Test interaction with target groups
   • Learn and adapt rapidly to changing customer expectations and interactions
3. Create optimised digital channels
   • Ensure channels are established using current industry tools and technologies
   • Enable visibility of the customer journey in digital environments
   • Utilise tools and technologies for visualisations, dashboards and reports for a unified view across multiple digital platforms
4. Support channel strategies
   • Work effectively with other experts as part of a multi- disciplinary network
   • Enable rapid change to process and interventions to match real-time customer requirements
5. Evaluate effectiveness of digital impact
   • Collate digital data on customer engagement, conversations and conversions
   • Moderate data to identify exceptions from agreed performance
   • Document issues and recommendations to improve further digital media optimisation

Performance Evidence

Evidence of the ability to:

establish realistic digital channel performance measures

analyse digital media data and offline information to determine engagement characteristics of target audience

identify variation between target and actual performance

create a digital media learning environment

model and test alternative methods and techniques to optimise digital impact

respond rapidly to changing expectations, feedback and technological environment

utilise tools and technologies to monitor digital activity

work effectively as a team member in a rapidly changing environment

use data evaluation methods accurately.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

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Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

list current industry tools and technologies used in digital media channels

explain current industry level performance metrics and measures

compare characteristics of users across alternative digital channels

identify nodes of integration across multiple digital environments.

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