Presentation from eMetrics SF 2015 where I shared the Digital Measurement Framework that Blast Analytics & Marketing uses to successfully deliver and delight B2B and B2B clients in verticals such as retail, healthcare, tech, finance, and travel.
Here is the eMetrics "Goal Setting for Digital Measurement Success" session description:
Do you have clear goals and a distinct definition of what success looks like across the entire customer journey? Kayden offers up a straightforward process for defining S.M.A.R.T. goals and developing a measurement strategy. Learn how to avoid common goal setting pitfalls (unrealistic and overly simplistic), how to successfully set and manage goals and how to develop actionable reporting that will align with stakeholder expectations. Kayden offers a way to improve the measurement of your customer’s lifecycle, perform more proactive analysis, and achieve a sustainable decision making process.
3. - Top 3 Roadblocks -
1. Company Centric
2. Acquisition Focused
3. “Mission Impossible” Goals
That inhibit goal setting and measurement, which generally reduce competitive advantage
by making companies slow to identify and respond to internal weaknesses and external
threats. Plus, it creates a lack of focus and effective prioritization.
52. Objective
Goal
KPI
AWARENESS
(1) X, (2) X, (3) X,
(4) X Content Group
Organic Visits
AWARENESS
Build Brand
Awareness
Increase (7)
Content Group
Organic Visits by
20% by 1/2016
(1) X, (2) X, (3)
X, (4) X Content
Group Organic
Visits
53. Objective
Goal
KPI
Segment
AWARENESS
Metric = LP Visits to X
Content Group Pages
Medium = Organic
Country = USA
AWARENESS
Build Brand
Awareness
Increase (7)
Content Group
Organic Visits by
20% by 1/2016
(1) X, (2) X, (3)
X, (4) X Content
Group Organic
Visits
Metric = LP Visits
to X Content Group
Pages
Medium = Organic
Country = USA
54. Objective
Goal
KPI
Segment
Target
AWARENESS
Jan 2016: 300,000
(Organic Search
Visits)
AWARENESS
Build Brand
Awareness
Increase (7)
Content Group
Organic Visits by
20% by 1/2016
(1) X, (2) X, (3)
X, (4) X Content
Group Organic
Visits
Metric = LP Visits
to X Content Group
Pages
Medium = Organic
Country = USA
Jan 2016: 300,000
(Organic Search
Visits)
56. Digital Measurement Framework
AWARENESS
Build Brand
Awareness
Increase (7)
Content Group
Organic Visits by
20% by 1/2016
(1) X, (2) X, (3)
X, (4) X Content
Group Organic
Visits
Metric = LP Visits
to X Content Group
Pages
Medium = Organic
Country = USA
Jan 2016: 300,000
(Organic Search
Visits)
Google Analytics
www.domain.com
View
57. Digital Measurement Framework
AWARENESS
Build Brand
Awareness
Increase (7)
Content Group
Organic Visits by
20% by 1/2016
(1) X, (2) X, (3)
X, (4) X Content
Group Organic
Visits
Metric = LP Visits
to X Content Group
Pages
Medium = Organic
Country = USA
Jan 2016: 300,000
(Organic Search
Visits)
Google Analytics
www.domain.com
View
INTEREST
Increase Account
Registrations
Increase Organic
Search
Registrations by
X% by 1/2016
Organic Search
Registrations
Metric = Goal 16
(Registrations)
Completions
Medium = Organic
Country = USA
Jan 2016: X
(Registrations)
Adobe Analytics
Report Builder
Repeat the
process across
the journey to
provide a holistic
framework for
measuring the
performance of your
customer lifecycle.
58. Digital Measurement Framework
AWARENESS
Build Brand
Awareness
Increase (7)
Content Group
Organic Visits by
20% by 1/2016
(1) X, (2) X, (3)
X, (4) X Content
Group Organic
Visits
Metric = LP Visits
to X Content Group
Pages
Medium = Organic
Country = USA
Jan 2016: 300,000
(Organic Search
Visits)
Google Analytics
www.domain.com
View
INTEREST
Increase Account
Registrations
Increase Organic
Search
Registrations by
X% by 1/2016
Organic Search
Registrations
Metric = Goal 16
(Registrations)
Completions
Medium = Organic
Country = USA
Jan 2016: X
(Registrations)
Adobe Analytics
Report Builder
EVALUATION
Increase
Downloads
Increase Organic
Search Tool
Downloads by X%
by 1/2016
Organic Search
Downloads
Metric = Goal 10
(Download)
Completions
Medium = Organic
Country = USA
Jan 2016: X,XXX
(Organic Search
Downloads)
Adobe Analytics
Report Builder
Repeat the
process across
the journey to
provide a holistic
framework for
measuring the
performance of your
customer lifecycle.
59. Digital Measurement Framework
AWARENESS
Build Brand
Awareness
Increase (7)
Content Group
Organic Visits by
20% by 1/2016
(1) X, (2) X, (3)
X, (4) X Content
Group Organic
Visits
Metric = LP Visits
to X Content Group
Pages
Medium = Organic
Country = USA
Jan 2016: 300,000
(Organic Search
Visits)
Google Analytics
www.domain.com
View
INTEREST
Increase Account
Registrations
Increase Organic
Search
Registrations by
X% by 1/2016
Organic Search
Registrations
Metric = Goal 16
(Registrations)
Completions
Medium = Organic
Country = USA
Jan 2016: X
(Registrations)
Adobe Analytics
Report Builder
EVALUATION
Increase
Downloads
Increase Organic
Search Tool
Downloads by X%
by 1/2016
Organic Search
Downloads
Metric = Goal 10
(Download)
Completions
Medium = Organic
Country = USA
Jan 2016: X,XXX
(Organic Search
Downloads)
Adobe Analytics
Report Builder
PURCHASE
Increase
Revenues
Increase Organic
Search
Revenues/Orders
by 20% by 1/2016
Organic Search
Revenues/
Orders
Metric = Order
Revenues (Not
product revenues
which don’t exclude
the Discount)
Medium = Organic
Country = USA
Jan 2016: $XX,XXX
(Organic Search
Revenues)
Google Analytics
www.domain.com
View
Repeat the
process across
the journey to
provide a holistic
framework for
measuring the
performance of your
customer lifecycle.
60. Digital Measurement Framework
AWARENESS
Build Brand
Awareness
Increase (7)
Content Group
Organic Visits by
20% by 1/2016
(1) X, (2) X, (3)
X, (4) X Content
Group Organic
Visits
Metric = LP Visits
to X Content Group
Pages
Medium = Organic
Country = USA
Jan 2016: 300,000
(Organic Search
Visits)
Google Analytics
www.domain.com
View
INTEREST
Increase Account
Registrations
Increase Organic
Search
Registrations by
X% by 1/2016
Organic Search
Registrations
Metric = Goal 16
(Registrations)
Completions
Medium = Organic
Country = USA
Jan 2016: X
(Registrations)
Adobe Analytics
Report Builder
EVALUATION
Increase
Downloads
Increase Organic
Search Tool
Downloads by X%
by 1/2016
Organic Search
Downloads
Metric = Goal 10
(Download)
Completions
Medium = Organic
Country = USA
Jan 2016: X,XXX
(Organic Search
Downloads)
Adobe Analytics
Report Builder
PURCHASE
Increase
Revenues
Increase Organic
Search
Revenues/Orders
by 20% by 1/2016
Organic Search
Revenues/
Orders
Metric = Order
Revenues (Not
product revenues
which don’t exclude
the Discount)
Medium = Organic
Country = USA
Jan 2016: $XX,XXX
(Organic Search
Revenues)
Google Analytics
www.domain.com
View
RETENTION
Increase Repeat
Purchases
Increase Repeat
Purchases by
20% by 1/2016
Repeat Purchase
Revenues
Metric = Existing
Customer Order
Revenues
Medium = All
Country = USA
Jan 2016: $XXXXX
(Existing Customer
Order Revenues)
Google Analytics
www.domain.com
View
Repeat the
process across
the journey to
provide a holistic
framework for
measuring the
performance of your
customer lifecycle.
61. Digital Measurement Framework
AWARENESS
Build Brand
Awareness
Increase (7)
Content Group
Organic Visits by
20% by 1/2016
(1) X, (2) X, (3)
X, (4) X Content
Group Organic
Visits
Metric = LP Visits
to X Content Group
Pages
Medium = Organic
Country = USA
Jan 2016: 300,000
(Organic Search
Visits)
Google Analytics
www.domain.com
View
INTEREST
Increase Account
Registrations
Increase Organic
Search
Registrations by
X% by 1/2016
Organic Search
Registrations
Metric = Goal 16
(Registrations)
Completions
Medium = Organic
Country = USA
Jan 2016: X
(Registrations)
Adobe Analytics
Report Builder
EVALUATION
Increase
Downloads
Increase Organic
Search Tool
Downloads by X%
by 1/2016
Organic Search
Downloads
Metric = Goal 10
(Download)
Completions
Medium = Organic
Country = USA
Jan 2016: X,XXX
(Organic Search
Downloads)
Adobe Analytics
Report Builder
PURCHASE
Increase
Revenues
Increase Organic
Search
Revenues/Orders
by 20% by 1/2016
Organic Search
Revenues/
Orders
Metric = Order
Revenues (Not
product revenues
which don’t exclude
the Discount)
Medium = Organic
Country = USA
Jan 2016: $XX,XXX
(Organic Search
Revenues)
Google Analytics
www.domain.com
View
RETENTION
Increase Repeat
Purchases
Increase Repeat
Purchases by
20% by 1/2016
Repeat Purchase
Revenues
Metric = Existing
Customer Order
Revenues
Medium = All
Country = USA
Jan 2016: $XXXXX
(Existing Customer
Order Revenues)
Google Analytics
www.domain.com
View
Repeat the
process across
the journey to
provide a holistic
framework for
measuring the
performance of your
customer lifecycle.
Basic
62. INTEREST
Increase Account
Registrations
Increase Organic
Search
Registrations by
X% by 1/2016
Organic Search
Registrations
Metric = Goal 16
(Registrations)
Completions
Medium = Organic
Country = USA
Jan 2016: X
(Registrations)
Adobe Analytics
Report Builder
EVALUATION
Increase
Downloads
Increase Organic
Search Tool
Downloads by X%
by 1/2016
Organic Search
Downloads
Metric = Goal 10
(Download)
Completions
Medium = Organic
Country = USA
Jan 2016: X,XXX
(Organic Search
Downloads)
Adobe Analytics
Report Builder
PURCHASE
Increase
Revenues
Increase Organic
Search
Revenues/Orders
by 20% by 1/2016
Organic Search
Revenues/
Orders
Metric = Order
Revenues (Not
product revenues
which don’t exclude
the Discount)
Medium = Organic
Country = USA
Jan 2016: $XX,XXX
(Organic Search
Revenues)
Google Analytics
www.domain.com
View
RETENTION
Increase Repeat
Purchases
Increase Repeat
Purchases by
20% by 1/2016
Repeat Purchase
Revenues
Metric = Existing
Customer Order
Revenues
Medium = All
Country = USA
Jan 2016: $XXXXX
(Existing Customer
Order Revenues)
Google Analytics
www.domain.com
View
AWARENESS
Build Brand
Awareness
Increase (7)
Content Group
Organic Visits by
20% by 1/2016
(1) X, (2) X, (3)
X, (4) X Content
Group Organic
Visits
Metric = LP Visits
to X Content Group
Pages
Medium = Organic
Country = USA
Jan 2016: 300,000
(Organic Search
Visits)
Google Analytics
www.domain.com
View
Digital Measurement FrameworkEvolve
63. INTEREST
Increase Account
Registrations
Increase Organic
Search
Registrations by
X% by 1/2016
Organic Search
Registrations
Metric = Goal 16
(Registrations)
Completions
Medium = Organic
Country = USA
Jan 2016: X
(Registrations)
Adobe Analytics
Report Builder
EVALUATION
Increase
Downloads
Increase Organic
Search Tool
Downloads by X%
by 1/2016
Organic Search
Downloads
Metric = Goal 10
(Download)
Completions
Medium = Organic
Country = USA
Jan 2016: X,XXX
(Organic Search
Downloads)
Adobe Analytics
Report Builder
PURCHASE
Increase
Revenues
Increase Organic
Search
Revenues/Orders
by 20% by 1/2016
Organic Search
Revenues/
Orders
Metric = Order
Revenues (Not
product revenues
which don’t exclude
the Discount)
Medium = Organic
Country = USA
Jan 2016: $XX,XXX
(Organic Search
Revenues)
Google Analytics
www.domain.com
View
RETENTION
Increase Repeat
Purchases
Increase Repeat
Purchases by
20% by 1/2016
Repeat Purchase
Revenues
Metric = Existing
Customer Order
Revenues
Medium = All
Country = USA
Jan 2016: $XXXXX
(Existing Customer
Order Revenues)
Google Analytics
www.domain.com
View
AFFINITY
Improve
Customer
Advocacy
Increase
Customer
Sharing by 20%
by 1/2016
Social Shares
(Likes, Pins, +1s,
Emails, etc)
Metric = Share
Visits
Medium = Referral
Country = USA
Jan 2016: 300,000
(Share Visits)
Google Analytics
www.domain.com
View
AWARENESS
Build Brand
Awareness
Increase (7)
Content Group
Organic Visits by
20% by 1/2016
(1) X, (2) X, (3)
X, (4) X Content
Group Organic
Visits
Metric = LP Visits
to X Content Group
Pages
Medium = Organic
Country = USA
Jan 2016: 300,000
(Organic Search
Visits)
Google Analytics
www.domain.com
View
Digital Measurement FrameworkEvolve
64. INTEREST
Increase Account
Registrations
Increase Organic
Search
Registrations by
X% by 1/2016
Organic Search
Registrations
Metric = Goal 16
(Registrations)
Completions
Medium = Organic
Country = USA
Jan 2016: X
(Registrations)
Adobe Analytics
Report Builder
EVALUATION
Increase
Downloads
Increase Organic
Search Tool
Downloads by X%
by 1/2016
Organic Search
Downloads
Metric = Goal 10
(Download)
Completions
Medium = Organic
Country = USA
Jan 2016: X,XXX
(Organic Search
Downloads)
Adobe Analytics
Report Builder
PURCHASE
Increase
Revenues
Increase Organic
Search
Revenues/Orders
by 20% by 1/2016
Organic Search
Revenues/
Orders
Metric = Order
Revenues (Not
product revenues
which don’t exclude
the Discount)
Medium = Organic
Country = USA
Jan 2016: $XX,XXX
(Organic Search
Revenues)
Google Analytics
www.domain.com
View
RETENTION
Increase Repeat
Purchases
Increase Repeat
Purchases by
20% by 1/2016
Repeat Purchase
Revenues
Metric = Existing
Customer Order
Revenues
Medium = All
Country = USA
Jan 2016: $XXXXX
(Existing Customer
Order Revenues)
Google Analytics
www.domain.com
View
AFFINITY
Improve
Customer
Advocacy
Increase
Customer
Sharing by 20%
by 1/2016
Social Shares
(Likes, Pins, +1s,
Emails, etc)
Metric = Share
Visits
Medium = Referral
Country = USA
Jan 2016: 300,000
(Share Visits)
Google Analytics
www.domain.com
View
AWARENESS
Build Brand
Awareness
Increase (7)
Content Group
Organic Visits by
20% by 1/2016
(1) X, (2) X, (3)
X, (4) X Content
Group Organic
Visits
Metric = LP Visits
to X Content Group
Pages
Medium = Organic
Country = USA
Jan 2016: 300,000
(Organic Search
Visits)
Google Analytics
www.domain.com
View
Digital Measurement FrameworkEvolve
65. INTEREST
Increase Account
Registrations
Increase Organic
Search
Registrations by
X% by 1/2016
Organic Search
Registrations
Metric = Goal 16
(Registrations)
Completions
Medium = Organic
Country = USA
Jan 2016: X
(Registrations)
Adobe Analytics
Report Builder
EVALUATION
Increase
Downloads
Increase Organic
Search Tool
Downloads by X%
by 1/2016
Organic Search
Downloads
Metric = Goal 10
(Download)
Completions
Medium = Organic
Country = USA
Jan 2016: X,XXX
(Organic Search
Downloads)
Adobe Analytics
Report Builder
PURCHASE
Increase
Revenues
Increase Organic
Search
Revenues/Orders
by 20% by 1/2016
Organic Search
Revenues/
Orders
Metric = Order
Revenues (Not
product revenues
which don’t exclude
the Discount)
Medium = Organic
Country = USA
Jan 2016: $XX,XXX
(Organic Search
Revenues)
Google Analytics
www.domain.com
View
RETENTION
Increase Repeat
Purchases
Increase Repeat
Purchases by
20% by 1/2016
Repeat Purchase
Revenues
Metric = Existing
Customer Order
Revenues
Medium = All
Country = USA
Jan 2016: $XXXXX
(Existing Customer
Order Revenues)
Google Analytics
www.domain.com
View
AFFINITY
Improve
Customer
Advocacy
Increase
Customer
Sharing by 20%
by 1/2016
Social Shares
(Likes, Pins, +1s,
Emails, etc)
Metric = Share
Visits
Medium = Referral
Country = USA
Jan 2016: 300,000
(Share Visits)
Google Analytics
www.domain.com
View
INTEREST
Improve Share of
Mind
Increase
Newsletter
Signups by 5%
by 1/2016
Newsletter
Signups
Metric = Newsletter
Signup Visits
Medium = Organic
Country = USA
Jan 2016: X
(Signups)
Adobe Analytics
Report Builder
AWARENESS
Build Brand
Awareness
Increase (7)
Content Group
Organic Visits by
20% by 1/2016
(1) X, (2) X, (3)
X, (4) X Content
Group Organic
Visits
Metric = LP Visits
to X Content Group
Pages
Medium = Organic
Country = USA
Jan 2016: 300,000
(Organic Search
Visits)
Google Analytics
www.domain.com
View
Digital Measurement FrameworkEvolve
66. INTEREST
Increase Account
Registrations
Increase Organic
Search
Registrations by
X% by 1/2016
Organic Search
Registrations
Metric = Goal 16
(Registrations)
Completions
Medium = Organic
Country = USA
Jan 2016: X
(Registrations)
Adobe Analytics
Report Builder
EVALUATION
Increase
Downloads
Increase Organic
Search Tool
Downloads by X%
by 1/2016
Organic Search
Downloads
Metric = Goal 10
(Download)
Completions
Medium = Organic
Country = USA
Jan 2016: X,XXX
(Organic Search
Downloads)
Adobe Analytics
Report Builder
PURCHASE
Increase
Revenues
Increase Organic
Search
Revenues/Orders
by 20% by 1/2016
Organic Search
Revenues/
Orders
Metric = Order
Revenues (Not
product revenues
which don’t exclude
the Discount)
Medium = Organic
Country = USA
Jan 2016: $XX,XXX
(Organic Search
Revenues)
Google Analytics
www.domain.com
View
RETENTION
Increase Repeat
Purchases
Increase Repeat
Purchases by
20% by 1/2016
Repeat Purchase
Revenues
Metric = Existing
Customer Order
Revenues
Medium = All
Country = USA
Jan 2016: $XXXXX
(Existing Customer
Order Revenues)
Google Analytics
www.domain.com
View
AFFINITY
Improve
Customer
Advocacy
Increase
Customer
Sharing by 20%
by 1/2016
Social Shares
(Likes, Pins, +1s,
Emails, etc)
Metric = Share
Visits
Medium = Referral
Country = USA
Jan 2016: 300,000
(Share Visits)
Google Analytics
www.domain.com
View
AWARENESS
Increase Search
Visibility
Achieve 40+
New Top 3
Rankings for
Target Content
Themes by
1/2016
Top 10 Rankings
Ranking = Top 3
Keywords = 60
Target Keywords in
Each of 5 Themes
Medium = Organic
Source =
Google.com
Country = USA
Jan 2016: 40+ New
Top 3 Rankings for
Content Theme 1,
2, 3, 4, 5
Moz Ranking Data for
www.domain.com
INTEREST
Improve Share of
Mind
Increase
Newsletter
Signups by 5%
by 1/2016
Newsletter
Signups
Metric = Newsletter
Signup Visits
Medium = Organic
Country = USA
Jan 2016: X
(Signups)
Adobe Analytics
Report Builder
AWARENESS
Build Brand
Awareness
Increase (7)
Content Group
Organic Visits by
20% by 1/2016
(1) X, (2) X, (3)
X, (4) X Content
Group Organic
Visits
Metric = LP Visits
to X Content Group
Pages
Medium = Organic
Country = USA
Jan 2016: 300,000
(Organic Search
Visits)
Google Analytics
www.domain.com
View
Digital Measurement FrameworkEvolve
77. 0
75
150
225
300
2008 2009 2010 2011 2012 2013 2014
160
185
215
235
250
257
272
REVENUES
15% 28%
9% 7% 3%
If product hasn’t hit end of life and problem is lack of search visibility,
marketing impact could provide realistic growth between last 2 years.
2012 15mil & 2013 7mil...+11mil would be reversing the downtrend.
Realistic GOAL
78. 0
75
150
225
300
2008 2009 2010 2011 2012 2013 2014
160
185
215
235
250
257
272
REVENUES
15% 28%
9% 7% 3%
✓6%
If product hasn’t hit end of life and problem is lack of search visibility,
marketing impact could provide realistic growth between last 2 years.
2012 15mil & 2013 7mil...+11mil would be reversing the downtrend.
Realistic GOAL
86. 0
500
1,000
1,500
2,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
400
522
612
558
640
887
743
794
658
894
1,119
1,600
480
627
767
LEADS
Continuously Measure Progress/Trend
for each Micro Goal
Blue = Actual
Gold = Forecast
Grey = Benchmark (Last Year)
87. 0
500
1,000
1,500
2,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
400
522
612
558
640
887
743
794
658
894
1,119
1,600
480
627
767
670
LEADS
Continuously Measure Progress/Trend
for each Micro Goal
88. 0
500
1,000
1,500
2,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
400
522
612
558
640
887
743
794
658
894
1,119
1,600
480
627
767
670
768
LEADS
Continuously Measure Progress/Trend
for each Micro Goal
90. 0
500
1,000
1,500
2,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
400
522
612
558
640
887
743
794
658
894
1,119
1,600
480
627
767
670
768 755
LEADS
Not meeting forecast
Early Detection of off target goals
91. 0
500
1,000
1,500
2,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
400
522
612
558
640
887
743
794
658
894
1,119
1,600
480
627
767
670
768 755
689
LEADS
Notify, request resources, implement solutions
Raise Alarm
92. 0
500
1,000
1,500
2,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
400
522
612
558
640
887
743
794
658
894
1,119
1,600
480
627
767
670
768 755
689
850
LEADS
Get back on track
93. 0
500
1,000
1,500
2,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
400
522
612
558
640
887
743
794
658
894
1,119
1,600
480
627
767
670
768 755
689
850
800
1,111
LEADS
Get back on track
94. 0
500
1,000
1,500
2,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
400
522
612
558
640
887
743
794
658
894
1,119
1,600
480
627
767
670
768 755
689
850
800
1,111
1,555
2,000
LEADS
Get back on track
96. Ad Hoc
Data
Discovery
Structured
Goal Funnel
Measurement
Complementary Approaches
Custom User Journey Measurement to
monitor and optimize Key Business
Performance Indicators and provide
foundation to forecast and meet realistic
goals (aka DMF)
Creative, agile answering of
ongoing ad hoc high value
business questions (not
addressing in this
presentation)
98. Digital Reporting by Role
Executive SimpleStrategy • Executive Report
• Executive Dashboard
• Progress
• Successes
• Challenges
• Trends
Who Focus Detail ReportsNeed
This is a conceptual visualization of the digital measurement reporting structure by role with the
common reporting focus, level of detail, user needs and types of reports clarified at a high level.
This is the starting point for reporting by role and can be highly customized to meet your exact
needs.
99. Digital Reporting by Role
Executive SimpleStrategy • Executive Report
• Executive Dashboard
• Progress
• Successes
• Challenges
• Trends
Manager Tactics Moderate
• Digital Measurement Report
• Department Reports*
• Department Dashboards*
• Ad Hoc Reports
• Plus, Executive Reports
• Priorities
• Insights
• Interactive
Who Focus Detail ReportsNeed
This is a conceptual visualization of the digital measurement reporting structure by role with the
common reporting focus, level of detail, user needs and types of reports clarified at a high level.
This is the starting point for reporting by role and can be highly customized to meet your exact
needs.
100. Digital Reporting by Role
Executive SimpleStrategy • Executive Report
• Executive Dashboard
• Progress
• Successes
• Challenges
• Trends
Manager Tactics Moderate
• Digital Measurement Report
• Department Reports*
• Department Dashboards*
• Ad Hoc Reports
• Plus, Executive Reports
• Priorities
• Insights
• Interactive
Who Focus Detail ReportsNeed
Analyst Data/Analysis Complex
• Analyst Dashboards
• Custom Reports
• Data Exports
• Intelligence Alerts
• Data Source (UI) Access
• Plus, Exec and Mgr Reports
• Detailed Data
• Deep Dive
Analysis
Note: Department specific and other role reporting breakdowns, is optional, as necessary
This is a conceptual visualization of the digital measurement reporting structure by role with the
common reporting focus, level of detail, user needs and types of reports clarified at a high level.
This is the starting point for reporting by role and can be highly customized to meet your exact
needs.
103. Track & Share BOTH:
✓what worked & why
✓what failed & why
3Tip #
Clearly document and manage learnings
104. Keys to Success
1. User Centric
2. Leading Indicators
3. Realistic Goals
105. • Easier to manage
• Fosters team alignment & engagement
• Shines light on internal weaknesses & external threats
• Complete view of “problem” before tactical solutions
• Data driven priorities to maximize value of limited resources
• Setup to succeed & show incremental progress (ROAI)
• Get increased resources/budget based on results
GREAT Rewards
107. Discovery (Research & Interviews)
Provide Digital Measurement Framework (DMF) Draft (Objectives, Goals, KPIs,
Segments)
Iterate with Stakeholders to Refine/Customize DMF
Perform Historical Performance Benchmarking & Forecast Targets
Add Targets, Dates, Data to DMF & Make Goals S.M.A.R.T.
Define Executive Level Reporting
Define Manager/Department/Role Level Reporting
Define Analyst Level Reporting
(Optional) Define Custom Dashboards
Implement Reporting (setup automated reporting, integrate data, and start preparing
manual reports that include analysis and more)
Reporting Initiation/Scheduling (initiate automated and manual delivery on specified
frequency on monthly, weekly, daily and real-time as specified to specific roles/
contacts as specified in report mapping)
Evolve Reporting (adapt reporting as goals change, external factors change,
analytics maturity matures, and level of digital marketing optimization increases.
Typically, refine/change reporting annually or quarterly)
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How to Get StartedTakeaw
ay
109. Phone (888) 252-7866 Email sales@blastam.comWeb www.blastam.com
Roseville Office
6020 West Oaks Blvd, Suite 260
Rocklin, CA 95765
San Francisco Office
625 Second Street, Suite 280
San Francisco, CA 94107
New York Office
261 Madison Ave, 9th Floor
New York, NY 10016
Seattle Office
500 Yale Avenue North
Seattle, WA 98109
Los Angeles Office
7083 Hollywood Boulevard
Los Angeles, CA 90028