Measurement
Roadmap
Ani Lopez
Measurement Strategist
twitter @anilopez
info@dynamical.biz
http://dynamical.biz/blog/
http://linkedin.com/in/an...
From http://www.analyticshero.com/2012/10/03/analytics-5-key-steps-to-generate-value/
Plan Structure
1. Understanding
• The Business
• The Company
• Customer Lifecycle
2. Measurement Framework Definition
• Id...
Plan Structure
4. Data Governance
5. Reporting
• Data Cleanse and pre-Processing
• Tools Assessment & implementation
• Das...
Roadmap Flow Chart
Measurement
Framework
Definition
Understanding
Business &
Customer
Lifecycle
Ongoing Analysis,
Insights...
Understanding the Business
Path to conversion overview (example)
Goals of this phase
• Understand Ultimate goal of the com...
Understanding the Company
• Identify stakeholders
• Different areas / departments involved in path to conversion
• 3rd par...
Understanding Customer Lifecycle
Attract
Engage
Convert
Retain
Advocate
Understanding Customer Lifecycle
Online/Offline Acquisition Efforts
• Who manage campaigns
• How they are articulated, pla...
Understanding Customer Lifecycle
Conversion & Retention Efforts
• Campaigns performance
• Performance broken down by …
• C...
Goals of this phase
• Understand how we try to increase conversions,
quality of the conversions and reduce acquisition cos...
Measurement Framework
Design, plan, and prioritize tasks around measurement
Identify data consumption needs
• Analytics Ma...
Goals Setting
• Find and discuss the process used to establish goals
• How frequent goals are updated (per KPI) monthly,
y...
Measurement Framework
Goals of this phase
• Define and set up the analysis plan
• Be ready to adapt the plan to new requir...
Data Acquisition
Technical Solution Design
• Measurement Tools Assessment
• Data Merging and Warehousing planning
• Data A...
Data Governance
• Identify actual and missed data sources
• Evaluate and ensure Integrity and Consistency
• Find owners, a...
Data Cleanse and Processing
• Processing
• How many sources we have?
• Is preprocessing (calculations) required for some d...
Dashboards Design
• Identify the types of visual reports required by level.
area, or stakeholder
• Create the dashboards o...
Analysis & Insights
Ongoing analysis of data in order to identify
opportunities and shape strategies to improve
Customer L...
Measurement Culture Advocacy
Any activity aiming to increase the culture of analysis in
the company like:
• Making updated...
The content of this presentation is under Creative Commons Copyleft License
Attribution, Share Alike 2.5 Canada
http://cre...
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Measurement Roadmap

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This is a basic roadmap to create a successful Measurement plan from scratch.

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Measurement Roadmap

  1. 1. Measurement Roadmap
  2. 2. Ani Lopez Measurement Strategist twitter @anilopez info@dynamical.biz http://dynamical.biz/blog/ http://linkedin.com/in/anilopez
  3. 3. From http://www.analyticshero.com/2012/10/03/analytics-5-key-steps-to-generate-value/
  4. 4. Plan Structure 1. Understanding • The Business • The Company • Customer Lifecycle 2. Measurement Framework Definition • Identify Data Consumption needs • Goals Setting • KPIs & Metrics definition 3. Data Acquisition • Technical Solution Design • Tool Implementation / Fine Tuning
  5. 5. Plan Structure 4. Data Governance 5. Reporting • Data Cleanse and pre-Processing • Tools Assessment & implementation • Dashboards Design 6. Analysis & Insights • Research • Visual Analysis • Hypothesis Validation • Communicating Insights 7. Measurement Culture Advocacy
  6. 6. Roadmap Flow Chart Measurement Framework Definition Understanding Business & Customer Lifecycle Ongoing Analysis, Insights & Reporting Analysis advocacy across company Improve, adapt Framework according to new needs Project Management Technical Setup
  7. 7. Understanding the Business Path to conversion overview (example) Goals of this phase • Understand Ultimate goal of the company / project(s) • Understand How goals are achieved / revenue is generated • Understand Costs involved
  8. 8. Understanding the Company • Identify stakeholders • Different areas / departments involved in path to conversion • 3rd parties involved (external agencies/companies) • What they are in charge for Goals of this phase • Getting the picture of “who does what” • Understanding relationship between stakeholders • Early spotting opportunities to gather relevant data
  9. 9. Understanding Customer Lifecycle Attract Engage Convert Retain Advocate
  10. 10. Understanding Customer Lifecycle Online/Offline Acquisition Efforts • Who manage campaigns • How they are articulated, planned, frequency, investment… • Are campaigns tracked correctly? • Tracking Strategy & Tools Engagement Efforts • Who, What, How? • How we measure that?
  11. 11. Understanding Customer Lifecycle Conversion & Retention Efforts • Campaigns performance • Performance broken down by … • Conversion Optimization efforts • Understanding what we do to increase conversion • CRO on websites, Email, display, PPC, Social Media? Retain Efforts • Strategy & tactics around reactivation • Measurement specifics Increasing Advocacy • What we do to increase Advocacy • How we measure that?
  12. 12. Goals of this phase • Understand how we try to increase conversions, quality of the conversions and reduce acquisition costs • Spot opportunities to gather relevant data • Troubleshoot measurement issues Understanding Customer Lifecycle
  13. 13. Measurement Framework Design, plan, and prioritize tasks around measurement Identify data consumption needs • Analytics Maturity Evaluation http://www.cardinalpath.com/oamm/ • Identify audience: departments / roles in need of data • Define what data they need & how it is going to be used • Question purpose of those needs • Determine data updating frequency for every stakeholder
  14. 14. Goals Setting • Find and discuss the process used to establish goals • How frequent goals are updated (per KPI) monthly, yearly? • Any seasonal trend to observe? • Set up goals KPIs & Metrics definition • Make sure they are business aligned and effective • Identify performance measures (KPIs & Metrics) for every audience / channel / stakeholder Measurement Framework
  15. 15. Measurement Framework Goals of this phase • Define and set up the analysis plan • Be ready to adapt the plan to new requirements across time
  16. 16. Data Acquisition Technical Solution Design • Measurement Tools Assessment • Data Merging and Warehousing planning • Data Accessibility Study Tools Implementation / Adjustment • Technical Solution Design • Implementation • Testing • Deployment Goals of this phase • Implement correctly the most adequate data collecting tool(s) • Make sure they are flexible enough for future needs
  17. 17. Data Governance • Identify actual and missed data sources • Evaluate and ensure Integrity and Consistency • Find owners, administrators • Identify ETL (Extract Transform Load) needs • Data accessibility, identify pitfalls • Set up data access protocols Goal of this phase • Take control over the processes and methods used by data stewards and custodians Data Governance
  18. 18. Data Cleanse and Processing • Processing • How many sources we have? • Is preprocessing (calculations) required for some data? • At what point preprocessing should be done? • Where and how we store processed data? • Tools Assessment & implementation • Identify and assess the tools that could be used throughout the data extraction, merging, manipulation and reporting • Implement the required tools Reporting
  19. 19. Dashboards Design • Identify the types of visual reports required by level. area, or stakeholder • Create the dashboards or reports • Reporting / Dashboarding tools assessment and implementation • Set up a distribution system to make them arrive on time to data consumers with the frequency required • On demand creation of data visualizations for other types like annual reports, infographics and such Goal of this phase • Relaying information on how we progress towards goals in a widely presentable form Reporting
  20. 20. Analysis & Insights Ongoing analysis of data in order to identify opportunities and shape strategies to improve Customer Lifecycle • Research • Visual Analysis • Hypothesis Validation • Communicating Insights Goals of this phase • Provide as much insightful information possible to help stakeholders make better decisions, drive changes, achieve goals based on data, not hunches or expectations • Improve net profit
  21. 21. Measurement Culture Advocacy Any activity aiming to increase the culture of analysis in the company like: • Making updated information available for everyone regularly • Create a glossary of terms to keep them consistent company wide • Internal Workshops • Create cases of study • Include educational pieces in every report or presentation Goals • Increase the awareness of the importance of Analysis • Get all departments engaged in collecting relevant data • Help everyone make data-driven decisions
  22. 22. The content of this presentation is under Creative Commons Copyleft License Attribution, Share Alike 2.5 Canada http://creativecommons.org/licenses/by-sa/2.5/ca/ You are free: to Share: to copy, distribute and transmit the work to Remix: to adapt the work Under the following conditions: Attribution: You must attribute the work in the manner specified by the author* or licensor (but not in any way that suggests that they endorse you or your use of the work) Share Alike: If you alter, transform, or build upon this work, you may distribute the resulting work only under the same or similar licence to this one *a link to http://dynamical.biz/blog/ would be great, thanks Ani Lopez
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