web analytics measurement plan strategy by ryanwashere.com

How to Create a Web

Analytics Measurement

Plan

Ryan Stewart

[email protected]

http://webris.org || http://ryanwashere.com

http://webris.org/how-to-create-web-analytics-measurement-plan/

mailto:[email protected]

http://webris.org

http://ryanwashere.com


• Solutions Based Email Series 4

Measurement Plan Overview

Why do you need one?

• A measurement plan is vital to any website or digital marketing effort

• Outlines the proper expectations, objectives and goals with buy in from stakeholders

• Helps you to define what success looks like

• Stops data overload. What do you need and why? This saves you time from digging

through endless data sets and reports

• Defines exactly what you want to get out of your website. This build a framework for proper

tagging and tracking

• The whole point of digital marketing is to make more money for your business. A

measurement plan ensures that you are tracking the right aspects so you can make data

driven decisions about your marketing spend

• Stops you from making decisions blindly. Everything you need is in the simplified data sets

in front of you




What Goes Into A Measurement

Plan?1. State your business objectives

2. Craft goals that drive business objectives

3. Define key performance indicators (KPIs)

4. Set concrete targets and benchmarks

5. Reports, data governance, frequency and segments

6. Analyze, adjust, make decisions and improve



Sample Measurement

Plan

Online sneaker store




Measurement Strategy

OverviewSTEP 1: DOCUMENT OBJECTIVES – DESIRED OUTCOMES

These should be high level organizational objectives that answer the ‘why’

questions:

• Why does my website exist?

All efforts should map back to these principles.

Make sales online

Business

Objectives





OverviewSTEP 2: CREATE GOALS/STRATEGIES

Goals and strategies are what drive success of a given business objective. It

completes the following sentence:

In order increase out sales, we must [ increase repeat purchases | reach

customers in new markets | Increase website conversion rate ].

Make sales online

Business

Objectives

+ Build email list

Goal





OverviewSTEP 3: CHOOSE KPIs

Goals and strategies are what drive success of a given business objective. It

completes the following sentence:

In order increase out sales, we must [ increase repeat purchases | reach

customers in new markets | Increase website conversion rate ].

Make sales online

Business

Objectives

+Build email list

Goal

+ Form

conversion rate

+ Cost per email

lead

+ Welcome email

bounce rate

KPIs





OverviewSTEP 4: SET TARGETS/BENCHMARKS

Targets and benchmarks will provide context into performance:

• Forecasts goals (progress)

• Will assist with trends (delta)

• Benchmarks assist with optimization and actions

• Identifies progress and deltas

Targets help determine the success of your efforts.

Make sales online

Business

Objectives

+Build email list

Goal

+ Form

conversion rate

+ Cost per email

lead

+ Welcome email

bounce rate

KPIs

+ > 10%

+ < $5.00

+ > 5%

Target





OverviewSTEP 5: DETERMINE REPORTS + SEGMENTS

The amount of data available is staggering. Planning out how to report on the data with the right data segments helps saves time, headaches and keeps you moving forward.

Segmentation is a key tactic that makes it easy to understand what might be causing a great performance or a bad one.

Make sales online

Business

Objectives

+Build email list

Goal

+ Form

conversion rate

+ Cost per email

lead

+ Welcome email

bounce rate

KPIs

+ > 10%

+ < $5.00

+ > 5%

Target

+ Conversion

eVar report

+ Segment by

traffic source, ad

group, subject

line

Reports +

Segments





OverviewSTEP 6: ANALYZE, ADJUST & IMPROVE

By looking at the data laid out from the previous slides, we can ask questions

and make informed decisions about the campaign:

• What traffic source is causing the most abandonments and why?

• What steps can we take to maximize opt ins?

When we look at all of the measures, we can answer bigger questions:

• Was this campaign worth the time, effort and money?

• Should we be investing more money into this strategy?

When mined properly, data doesn’t lie.



THANK YOU!

http://webris.org

http://ryanwashere.comhttp://webris.org/how-to-create-web-analytics-measurement-plan/

http://webris.org

http://ryanwashere.com

http://webris.org/how-to-create-web-analytic-measurement-plan/