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How to Create a Web Analytics Measurement Plan - Strategy

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Ryan Stewart
Ryan Stewart

For more information, please visit us on the web: http://webris.org/services/web-analytics Without a good grasp on your company's data, you are operating blind. Think about it - how can you make effective decisions without the proper information? Web analytics gives your business the power to see, think and act clearly. Having a good grasp on your data allows you to make better informed decisions about your marketing spend which will ultimately increase your top line revenues. Before you can extract this data, you need to tag your analytics platform with the correct .javascript pixels. Before you can tag your website, you need to know WHAT to tag. A web analytics measurement plan outlines the goals, business objectives and key performance indicators that you need in order to translate them into tags. This slideshow shows you how to create a web analytics measurement plan.

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HOW TO CREATE A WEB ANALYTICS MEASUREMENT PLAN RYAN STEWART HTTP://WEBRIS.ORG FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/ • A measurement plan is the first step in a successful analytics campaign • Without it, nothing else will function properly and your data will be improperly tagged, incomplete and out of context
Why do you need one? • Outlines the expectations, objectives and goals • Defines what success looks like • oh, you drove 1,000,000 visits – so what?! • Stops data overload • What do we need and why? Saves you time from digging through endless data sets and reports • Builds KPIs and framework for developers to implement proper JavaScript tagging/tracking • Ensures you are tracking the right aspects so you can make data driven decisions about your marketing spend REMOVES GUESSING – EVERYTHING YOU NEED TO MAKE BETTER DECISIONS IS IN CLEARLY LAID OUT IN YOUR DATA FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
MEASUREMENT PLAN OBJECTIVES FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-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 FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
SAMPLE PLAN: ONLINE SNEAKER STORE FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
STEP 1: DOCUMENT OBJECTIVES – DESIRED OUTCOMES These should be high level organizational objectives that answer the ‘why’ questions: • Why does my website exist? • Why are we undertaking this marketing effort? All efforts should map back to these principles. Anything outside of this scope should be rejected. Make sales online Business Objectives FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
STEP 2: CREATE GOALS/STRATEGIES Goals and strategies are what drive success of a given business objective. It completes the following sentence: In order increase our sales, we must [ build our email list | increase repeat purchases | reach customers in new markets | Increase website conversion rate ]. Make sales online Business Objectives + Build email list Goal FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
STEP 3: CHOOSE KPIs A key performance indicator (KPI) is a measure (metric) that helps you understand how you are doing against your objectives. • Consider these the heartbeat of campaign/site • Indicators that say something is wrong or right Attributes of a great KPI • Un-complex • Relevant • Timely • Instantly useful Make sales online Business Objectives +Build email list Goal + Form conversion rate + Cost per email lead + Welcome email bounce rate KPIs FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
STEP 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 FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
STEP 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 FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
STEP 6: ANALYZE, ADJUST AND 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. FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
Build 1 to 1 relationship with customersBusiness Objective Campaign Goals KPIs Targets Reports Segments Successfully reach audience Collect information via opt in form KPI: LP Conversion rate Target: >2% Report: Goals Segments: Campaign, Traffic Sources KPI: Email CTR (long term measurement) Target: <2% per send Report: ET Segments: None KPI: # of Social follows from LP Target: >1% Report: Goals Segment: Social follows Improve customer data/lead quality (ongoing goal) KPI: Ad Unit/Link CTR Target: Facebook >.5% Display >.1% Email >.1% Text >5% Twitter >5% Search (Home) >2% Report: Ad server reports, Bitly Segments: None KPI: 301 Hits & Conversion Rate Target: Hits >20% Conversions >2% Report: Custom Segment: None KPI: Visitor loyalty Target: >50% return to site within 30 days and consume 2 pages of content Report: Goals Segment: Email Traffic KPI: Level of submission (Prizes 1 - 3) Target: Level 1 Only > 60%; Level 1 & 2 > 40%; Level 1, 2 & 3 > 20% Report: Goals, Custom conversion Segments: Campaign, Traffic Sources, Visitor Type KPI: Total opt ins Target: 2,000 Report: Goals Segments: Campaign, Traffic Sources, Visitor Type KPI: Database match Target: <2% Report: Manual Segment: None KPI: Form abandonment rate Target: <10% Report: Custom (Possibly heat/click map) Segments: Campaign, Traffic Sources KPI: Cost per lead Target: <$15 Report: Ad server + AT Internet Segment: Campaign, Traffic Sources, Visitor Type
CLOSING To read this article in more detail, please visit us on the web: http://webris.org/how-to-create-web-analytics-measurement-plan/ Does your business need analytics help? Read more about how I can help your business improve efforts here: http://webris.org/services/web-analytics FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/

More Related Content

How to Create a Web Analytics Measurement Plan - Strategy

  • 1. HOW TO CREATE A WEB ANALYTICS MEASUREMENT PLAN RYAN STEWART HTTP://WEBRIS.ORG FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
  • 2. FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/ • A measurement plan is the first step in a successful analytics campaign • Without it, nothing else will function properly and your data will be improperly tagged, incomplete and out of context
  • 3. Why do you need one? • Outlines the expectations, objectives and goals • Defines what success looks like • oh, you drove 1,000,000 visits – so what?! • Stops data overload • What do we need and why? Saves you time from digging through endless data sets and reports • Builds KPIs and framework for developers to implement proper JavaScript tagging/tracking • Ensures you are tracking the right aspects so you can make data driven decisions about your marketing spend REMOVES GUESSING – EVERYTHING YOU NEED TO MAKE BETTER DECISIONS IS IN CLEARLY LAID OUT IN YOUR DATA FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
  • 5. 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 FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
  • 6. SAMPLE PLAN: ONLINE SNEAKER STORE FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
  • 7. STEP 1: DOCUMENT OBJECTIVES – DESIRED OUTCOMES These should be high level organizational objectives that answer the ‘why’ questions: • Why does my website exist? • Why are we undertaking this marketing effort? All efforts should map back to these principles. Anything outside of this scope should be rejected. Make sales online Business Objectives FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
  • 8. STEP 2: CREATE GOALS/STRATEGIES Goals and strategies are what drive success of a given business objective. It completes the following sentence: In order increase our sales, we must [ build our email list | increase repeat purchases | reach customers in new markets | Increase website conversion rate ]. Make sales online Business Objectives + Build email list Goal FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
  • 9. STEP 3: CHOOSE KPIs A key performance indicator (KPI) is a measure (metric) that helps you understand how you are doing against your objectives. • Consider these the heartbeat of campaign/site • Indicators that say something is wrong or right Attributes of a great KPI • Un-complex • Relevant • Timely • Instantly useful Make sales online Business Objectives +Build email list Goal + Form conversion rate + Cost per email lead + Welcome email bounce rate KPIs FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
  • 10. STEP 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 FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
  • 11. STEP 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 FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
  • 12. STEP 6: ANALYZE, ADJUST AND 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. FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
  • 13. Build 1 to 1 relationship with customersBusiness Objective Campaign Goals KPIs Targets Reports Segments Successfully reach audience Collect information via opt in form KPI: LP Conversion rate Target: >2% Report: Goals Segments: Campaign, Traffic Sources KPI: Email CTR (long term measurement) Target: <2% per send Report: ET Segments: None KPI: # of Social follows from LP Target: >1% Report: Goals Segment: Social follows Improve customer data/lead quality (ongoing goal) KPI: Ad Unit/Link CTR Target: Facebook >.5% Display >.1% Email >.1% Text >5% Twitter >5% Search (Home) >2% Report: Ad server reports, Bitly Segments: None KPI: 301 Hits & Conversion Rate Target: Hits >20% Conversions >2% Report: Custom Segment: None KPI: Visitor loyalty Target: >50% return to site within 30 days and consume 2 pages of content Report: Goals Segment: Email Traffic KPI: Level of submission (Prizes 1 - 3) Target: Level 1 Only > 60%; Level 1 & 2 > 40%; Level 1, 2 & 3 > 20% Report: Goals, Custom conversion Segments: Campaign, Traffic Sources, Visitor Type KPI: Total opt ins Target: 2,000 Report: Goals Segments: Campaign, Traffic Sources, Visitor Type KPI: Database match Target: <2% Report: Manual Segment: None KPI: Form abandonment rate Target: <10% Report: Custom (Possibly heat/click map) Segments: Campaign, Traffic Sources KPI: Cost per lead Target: <$15 Report: Ad server + AT Internet Segment: Campaign, Traffic Sources, Visitor Type
  • 14. CLOSING To read this article in more detail, please visit us on the web: http://webris.org/how-to-create-web-analytics-measurement-plan/ Does your business need analytics help? Read more about how I can help your business improve efforts here: http://webris.org/services/web-analytics FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/