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Why a Digital Analytics Framework is essential in your digital strategy?

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A talk by Fiona De Brabanter at Google Analytics User Conference 2015.

Published in: Marketing

Why a Digital Analytics Framework is essential in your digital strategy?

  1. 1. Why is an analytics measurement plan essential in your digital strategy ?
  2. 2. • 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
  3. 3. Good data is the foundation for making smart decisions • Time & effort • People • Processes • Technology
  4. 4. The skills you need on your analytics team • Someone who understands business objectives and strategies
  5. 5. The skills you need on your analytics team • Someone who understands business objectives and strategies • Someone who understands analytics
  6. 6. The skills you need on your analytics team • Someone who understands business objectives and strategies • Someone who understands analytics • Someone with technical skills
  7. 7. Building your analytics infrastructure Define measurement plan
  8. 8. Building your analytics infrastructure Define measurement plan Document technical infrastructure
  9. 9. Building your analytics infrastructure Define measurement plan Document technical infrastructure Create implementation plan
  10. 10. Building your analytics infrastructure Define measurement plan Document technical infrastructure Create implementation plan Implement
  11. 11. Building your analytics infrastructure Define measurement plan Document technical infrastructure Create implementation plan Implement Maintain and refine
  12. 12. Start with business objectives
  13. 13. 5 steps of measurement planning Step 1 : document business objectives
  14. 14. 5 steps of measurement planning Step 1 : document business objectives Step 2 : identify strategies and tactics
  15. 15. 5 steps of measurement planning Step 1 : document business objectives Step 2 : identify strategies and tactics Step 3 : Choose KPIs
  16. 16. 5 steps of measurement planning Step 1 : document business objectives Step 2 : identify strategies and tactics Step 3 : Choose KPIs Step 4 : Choose segments
  17. 17. 5 steps of measurement planning Step 1 : document business objectives Step 2 : identify strategies and tactics Step 3 : Choose KPIs Step 4 : Choose segments Step 5 : Choose targets
  18. 18. An example
  19. 19. An example Business objective : To inspire people through innovative products
  20. 20. An example Business objective : To inspire people through innovative products Strategy Strategy Sell products Engage users Tactics Sell online Drive store visits Drive blog engagement
  21. 21. Common digital strategies Ecommerce Selling products or services
  22. 22. Common digital strategies Ecommerce Lead generation Selling products or services Collecting potential leads
  23. 23. Common digital strategies Ecommerce Lead generation Content publisher Selling products or services Collecting potential leads Engagement & frequent visitation
  24. 24. Common digital strategies Ecommerce Lead generation Content publisher Online information Selling products or services Collecting potential leads Engagement & frequent visitation Help customers find information
  25. 25. 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
  26. 26. An example Business objective : To inspire people through innovative products Strategy Strategy Sell products Engage users Tactics Sell online Drive store visits Drive blog engagementKPIs Revenue Store locator Recency/ Frequency Avg. Order Value Print coupon Social Share
  27. 27. An example Business 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
  28. 28. Involve your IT team to document technical infrastruture Business needs Implementation plan
  29. 29. Involve your IT team to document technical infrastruture Business needs Implementation plan Plan ahead for: • Query string parameters • Server redirects • Flash and AJAX events • Multiple subdomains • Responsive web design
  30. 30. Involve your IT team to document technical infrastruture Business needs Implementation plan Plan ahead for: • Query string parameters • Server redirects • Flash and AJAX events • Multiple subdomains • Responsive web design developer.google.com/analytics
  31. 31. Create your implementation plan Standard dimensions & metrics Basic page tag
  32. 32. Create your implementation plan Standard dimensions & metrics Business outcomes Basic page tag Goals & ecommerce
  33. 33. Create your implementation plan Standard dimensions & metrics Business outcomes Clean, accurate data Basic page tag Goals & ecommerce Filters & settings
  34. 34. Create your implementation plan Standard dimensions & metrics Business outcomes Clean, accurate data Marketing channels Basic page tag Goals & ecommerce Filters & settings Campaign tracking & Adwords
  35. 35. 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
  36. 36. Business requirements & technical environment can change over time Define measurement plan Document technical infrastructure Create implementation plan Implement Maintain and refine
  37. 37. Creating a good measurement plan • Time & effort • People • Processes • Technology
  38. 38. Building your analytics infrastructure Define measurement plan
  39. 39. Building your analytics infrastructure Define measurement plan Document technical infrastructure
  40. 40. Building your analytics infrastructure Define measurement plan Document technical infrastructure Create implementation plan
  41. 41. Building your analytics infrastructure Define measurement plan Document technical infrastructure Create implementation plan Implement
  42. 42. Building your analytics infrastructure Define measurement plan Document technical infrastructure Create implementation plan Implement Maintain and refine
  43. 43. Thanks for listening ! Twitter : #GAUCbe Questions : fiona@webfi.eu

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