a strategic framework for digital measurement

A Strategic framework for digital measurement

In this presentation, I offer my vision and my approach to a strategic framework for digital measurement. Often we end up in a discussion on the choice of analysis tools and what is possible to measure with various tools. If we aren't discussing the possibilities with tools, then perhaps we are trying to create a dashboard that will give us all the answers needed. My ambition with this material is to point out the importance of having a clear strategy when measuring the digital channel. We will leave the stage where we talk about reports and dashboards that contains more questions than answers (What is a good number of visitors to the site?) and instead focus on the user experience. I believe that we need to talk about user experience when we talk about measurement and analys and put this in a context that connects to business targets and objectives. To achieve this, we need a holistic strategy for how we work with digital analysis. The goal is that you, the reader, will be inspired to seek the right kind of data, instead of increasing the amount of reports and data. Creating a strategy that gives the organization support in decision making and thereby increasing the ability to create a better customer experience and ultimately builds a better company. A company that is caring about the user experience!

Hope you will find the model interesting and feel free to share and comment. Peter Isaksson, PI Exponent ABGoogle+: +PeterIsaksson67Twitter: @Isaksson_Peter

1) Strategic Framework for Digital Measurement

2) Business KPI´s and User SPI´s

3) Two perspective on measurement

4) The Digital Decision Journey

Acquisition

BehaviourConversion

Engagement

Corp.

Research

Consideration

Evaluation

Decision

Conversion

Loyalty

Intent

KPI

KPI

KPI

KPI

SPI

SPI

SPI

SPI

SPI

SPI

SPI

SPI

Strategic framework for

digital measurement

(part 1)

Leads

ProspectsCustomer

KPI – Key Performance IndicatorA KPI is business critical and measures how well a part of the business is performing. The KPI is connected to the companies business goal.

SPI – Story Performance IndicatorThe SPI expresses what user does in relation to your brand or area of business. This could be interactions, reviews, sentiment, engagement or sharing.

A strategic framework for measuring online success in the digital channel. The model is based on a two perspective thinking. The business perspective with KPI:s (from inside and out) and the user, target group, perspective with SPI:s (from outside and in).

Peter Isaksson, PI Exponent ABGoogle+: +PeterIsaksson67Twitter: @Isaksson_Peter

Acquisition

BehaviourConversion

Engagement

Corp.

Research

Consideration

Evaluation

Decision

Conversion

Loyalty

Intent

KPI

KPI

KPI

KPI

SPI

SPI

SPI

SPI

SPI

SPI

SPI

SPI

Leads

ProspectsCustomer

Peter Isaksson, PI Exponent ABGoogle+: +PeterIsaksson67Twitter: @Isaksson_Peter

Strategic framework for

digital measurement

(part 2)

Business KPI’sThe inner blue area represents the companies view on measuring. This is done by measuring how well the business is performing in creating engagement, attract visitors, support online behaviour and conversion. To measure this we use business KPI´s based on business goals.

User SPI´sThe circle outside of the blue area represent the users behaviour and the different stages in the Consumer Decision Journey. When we measure user behaviour outside of the business owned channels we use a Story Performance Indicator, SPI.

InsightWe need to optimize and understand user behaviour outside of the website (SPI) to be able to increase the actual number of conversions (KPI). To only measure the visitor behavior on the website will never give us the insight of the full potential that we can find via an SPI metric. That´s why we need to use SPI´s in our analytic work to find out your potential in the market!

Strategic framework for

digital measurement

(part 3)

The Business perspectiveMany companies today is focusing on measuring the owned/controlled digital channel. Some, but far from all, has connected paid channels to their analytics tool and have instructions in place for the organization on how to set up measurement for online initiatives.These activities are connected to a KPI and thereby are made useful within the organisation in the day-to-day work for developing the user experience online. What we need to realize is that before we get users to fulfil a KPI we need them to find a way in to a platform owned by the business.

The target group perspectiveUsers create stories when they are online whether they know it or not. Often the story starts by a search on Google or a question to a friend on Facebook. These small stories together with other user stories ends up in bigger stories about a specific subject and creates content themes. This is the base in the Story Performance Indicators where we measure the target groups behaviour online and their interest in different themes.A SPI could be the most discussed subject or the most downloaded app on App Store within your area of business.

Activities and development based on the company's business targets, KPI's.

Owned

Paid

Earned

Digital touch points

SPI

SPI

SPISPI

SPI

SPI

SPI SPI

KPI

KPI

KPI KPI

KPI

KPI KPI

Activities and development based on the target group's behavior, SPI's.

Peter Isaksson, PI Exponent ABGoogle+: +PeterIsaksson67Twitter: @Isaksson_Peter

Strategic framework for

digital measurement

(part 4)

The Digital Decision JourneyCompanies are more and more talking about adapting to the Consumer Decision Journey. Doing this also sets new demands on how and what we are measuring. We don´t want to create an overload of data with a bunch of reports that no one will read or know how to act upon. We want to get the right data that are relevant and gives us actionable insights.Looking at the early stage in the CDJ we have the phase called intention. In this early stage we use SPI’s for measurement. What are the market trends, what are people searching for, what are they discussing and what apps are people downloading. In the next phase of the CDJ we find the research and evaluation step. Here we can start to use both SPI’s and KPI’s. E.g. People visits the web site by clicking on a ad In a forum. What are people talking about in different forums and are they talking about your brand?Ending up at the website gives us the full potential to measure using both KPI’s and SPI´s helping us to find out the quality of the visitor.

It all starts with knowing your SPI’s if you are going to be able to provide a super user experience. Measuring the right things and get insight about your target groups behaviour is fundamental for running a business today.

Peter Isaksson, PI Exponent ABGoogle+: +PeterIsaksson67Twitter: @Isaksson_Peter

KPI

KPI

KPI

KPI

SPI

KPI

KPI

SPI

SPI

KPI

SPI

SPI

SPI

SPI

SPI

SPI

User trends

Google search

Competitors initiative

Download apps

Forum discussions

FAQ Blogs

Mentions

RFP

Contact

Downloads

SharingBuy/order

Intent Research /Evaluation Conversion / Loyalty

Product pages