Do you know what a Digital Analytics Measurement Plan is?
Short description what a Measurement Plan in Digital / Web Analytics is, the reason why it is needed and description of the steps you have to follow to create one.
2. 1. What is a Measurement Plan
2. What project phase does include the Measurement
Plan?
3. What are the steps to create a Measurement Plan?
4. Template
Index
Jose Luis Loren. Measurement Plan. 2 /
3. Jose Luis Loren. Measurement Plan. 3 /
1. What is a Measurement Plan
2. What project phase does include the Measurement
Plan?
3. What are the steps to create a Measurement Plan?
4. Template
4. Document that translate the business
objectives into KPIs that enable the
performance assessment.
What is a Measurement Plan?
Jose Luis Loren. Measurement Plan. 4 /
5. Jose Luis Loren. Measurement Plan. 5 /
1. What is a Measurement Plan
2. What project phase does include the Measurement
Plan?
3. What are the steps to create a Measurement Plan?
4. Template
6. What project phase does include the Measurement Plan?
Jose Luis Loren. Measurement Plan. 6 /
Source: Digital_processes_phased_v15.ppt
7. Jose Luis Loren. Measurement Plan. 7 /
1. What is a Measurement Plan
2. What project phase does include the Measurement
Plan?
3. What are the steps to create a Measurement Plan?
4. Template
9. What is the purpose of xyz?
What do we want to achieve?
Business Objectives
Jose Luis Loren. Measurement Plan. 9 /
10. • Create Awareness
• Increase the Engagement
• Increase the number of Registrations
• Sales increase
• …
Business Objectives
Jose Luis Loren. Measurement Plan. 10 /
11. Awareness
• Unique Visitors
• Direct Traffic
• Referral Traffic
• Organic Visits
• …
Engagement
• Returning Visitors
• Avg. Visit Duration
• Pages per Visit
• PDF Downloads
• …
Registrations
• Number of New
Registrations
• Form Conversion
Rate
• Form Abandonment
Rate
• …
Sales
• Sales Increase
• Conversion Rate
• Avg. Order Value
• Revenue
• …
KPIs Definition
Jose Luis Loren. Measurement Plan. 11 /
Digital Analytics engagement
12. Benchmarks and Targets. Examples
Jose Luis Loren. Measurement Plan. 12 /
• Other Brands or Products
• Previous experiences
• Learnings
• …
Benchmarks
• 25k Visits per month as from …
• Returning Visitors increase by 7% in x months
• Registration Form Abandonment decrease by 15% after x months
• Contributing ABO increase by 12% at the end of x
• …
Targets (Specific, Measurable, Achievable, Realistic, Time bounded)
Digital Analytics engagement
14. • Adobe/Excel Reporting / Dashboarding
• Metrics / Dimensions
• Charts
• Tables
Format
• First and Control Report
• In-depth AnalysisFrequency
Reporting format and frequency
Jose Luis Loren. Measurement Plan. 14 /
Digital Analytics engagement
15. Jose Luis Loren. Measurement Plan. 15 /
1. What is a Measurement Plan
2. What project phase does include the Measurement
Plan?
3. What are the steps to create a Measurement Plan?
4. Template