Why is an analytics measurement plan essential

in your digital strategy ?

• Digital Analytics is about using data to drive change• Data needs to be relevant to your business• Tailor the implementation to your needs

Create an analytics measurement plan specific to your business

Good data is the foundation for making smart decisions

• Time & effort• People• Processes• Technology

The skills you need on your analytics team

• Someone who understands business objectives and strategies

The skills you need on your analytics team

• Someone who understands business objectives and strategies• Someone who understands analytics

The skills you need on your analytics team

• Someone who understands business objectives and strategies• Someone who understands analytics• Someone with technical skills

Building your analytics infrastructure

Define measurement plan

Building your analytics infrastructure

Define measurement plan

Document technical infrastructure

Building your analytics infrastructure

Define measurement plan

Document technical infrastructure

Create implementation plan

Building your analytics infrastructure

Define measurement plan

Document technical infrastructure

Create implementation plan

Implement

Building your analytics infrastructure

Define measurement plan

Document technical infrastructure

Create implementation plan

Implement

Maintain and refine

Start with business objectives

5 steps of measurement planning

Step 1 : document business objectives

5 steps of measurement planning

Step 1 : document business objectivesStep 2 : identify strategies and tactics

5 steps of measurement planning

Step 1 : document business objectivesStep 2 : identify strategies and tacticsStep 3 : Choose KPIs

5 steps of measurement planning

Step 1 : document business objectivesStep 2 : identify strategies and tacticsStep 3 : Choose KPIsStep 4 : Choose segments

5 steps of measurement planning

Step 1 : document business objectivesStep 2 : identify strategies and tacticsStep 3 : Choose KPIsStep 4 : Choose segmentsStep 5 : Choose targets

An example

An example

Business objective :To inspire people through innovative products

An exampleBusiness objective :To inspire people through innovative products

Strategy StrategySell products Engage users

Tactics

Sell online Drive store visits Drive blog engagement

Common digital strategies

Ecommerce Selling products or services

Common digital strategies

Ecommerce

Lead generation

Selling products or services

Collecting potential leads

Common digital strategies

Ecommerce

Lead generation

Content publisher

Selling products or services

Collecting potential leads

Engagement & frequent visitation

Common digital strategies

Ecommerce

Lead generation

Content publisher

Online information

Selling products or services

Collecting potential leads

Engagement & frequent visitation

Help customers find information

Common digital strategies

Ecommerce

Lead generation

Content publisher

Online information

Branding

Selling products or services

Collecting potential leads

Engagement & frequent visitation

Help customers find information

Awareness, engagement & loyalty

An exampleBusiness objective :To inspire people through innovative products

Strategy Strategy

Sell products Engage users

Tactics Sell online Drive store visits Drive blog engagement

KPIs

Revenue Store locator Recency/ Frequency

Avg. Order Value Print coupon Social Share

An exampleBusiness objective :To inspire people through innovative products

Strategy Strategy

Sell products Engage users

Tactics Sell online Drive store visits Drive blog engagement

KPIs

Revenue Store locator Recency/ Frequency

Avg. Order Value Print coupon Social Share

Segmets

Marketing channel

New vs. returning visitors

Geography

Involve your IT team to document technical

infrastrutureBusiness needs Implementation plan

Involve your IT team to document technical

infrastrutureBusiness needs Implementation plan

Plan ahead for:• Query string parameters• Server redirects• Flash and AJAX events• Multiple subdomains• Responsive web design

Involve your IT team to document technical

infrastrutureBusiness needs Implementation plan

Plan ahead for:• Query string parameters• Server redirects• Flash and AJAX events• Multiple subdomains• Responsive web design developer.google.com/analytics

Create your implementation plan

Standard dimensions & metrics Basic page tag

Create your implementation plan

Standard dimensions & metrics

Business outcomes

Basic page tag

Goals & ecommerce

Create your implementation plan

Standard dimensions & metrics

Business outcomes

Clean, accurate data

Basic page tag

Goals & ecommerce

Filters & settings

Create your implementation plan

Standard dimensions & metrics

Business outcomes

Clean, accurate data

Marketing channels

Basic page tag

Goals & ecommerce

Filters & settings

Campaign tracking & Adwords

Create your implementation plan

Standard dimensions & metrics

Business outcomes

Clean, accurate data

Marketing channels

Simplified reporting

Basic page tag

Goals & ecommerce

Filters & settings

Campaign tracking & Adwords

Custom reports & dashboards

Business requirements & technical environment can

change over timeDefine measurement plan

Document technical infrastructure

Create implementation plan

Implement

Maintain and refine

Creating a good measurement plan

• Time & effort• People• Processes• Technology

Building your analytics infrastructure

Define measurement plan

Building your analytics infrastructure

Define measurement plan

Document technical infrastructure

Building your analytics infrastructure

Define measurement plan

Document technical infrastructure

Create implementation plan

Building your analytics infrastructure

Define measurement plan

Document technical infrastructure

Create implementation plan

Implement

Building your analytics infrastructure

Define measurement plan

Document technical infrastructure

Create implementation plan

Implement

Maintain and refine

Thanks for listening !

Twitter : #GAUCbe

Questions :fiona@webfi.eu