why a digital analytics framework is essential in your digital strategy?
TRANSCRIPT
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
