An Analytics Framework designed To optimize performance and influence mapped to a national program initiative goals and objectives.

1. Analytics Framework
Technology Platform Architecture
& Measurement Plan

2. Our goal…
To continually optimize marketing performance and influence
mapped to initiative objectives.

3. Our methodology…
A five step process to ensure continuous better marketing performance.
Methodology
Measure
Report
Analyze
Test
Improve
Target audience actions & influence
(Quantitative Analysis)
Document performance and results
(Dashboard Reporting)
Qualify what and why thru segmentation
(Qualitative Analysis)
Learn and evolve
(Apply and Test Insights)
Optimize & develop best practices
(Validation & Documentation)

4. The guiding framework…
Aleveraged ecosystem of integrated platforms to develop comprehensive
analytical views to measure and optimize marketing performance.
Domo or Datorama
Dashboard
App
Nexus
DSP
Lotame
DMP
Convertro
Attribution
Modeling
[Mobile]
Analytic
Platform
Programmatic
Media Buys
Tableau
Visual
Analytics
Platform
Sprinklr
Social
Mgmt.
Platform
Social
Channel
Analytics

5. The analytic hierarchy…
A measurement hierarchy to build continuous campaign reach and
influence across all digital touchpoints.
Dashboard Reporting
Comprehensive Marketing Performance Analysis
[Mobile] Analytics
User Behavior & Attribution Analysis
Enrollee User App
App Installs / Feature & Content Engagements
Convertro
Attribution Optimization
Google Analytics
Visitor Behavior Analysis
Website Coding
Landing Page & Conversion Tracking
Social Media & Influencer Outreach
Campaigns & Content Activation
App Nexus DSP
Programmatic Ad Buys
Lotame DMP
Audience Profiling & Targeting
Audience Profiling
(Gen Pop Target Audiences)
Campaigns & Acquisition
(Display, Search, Social)
Website Traffic
Traffic Generation & Behaviors
(Click-Thru, Conversions)
Performance Measurement
(Marketing KPIs and Metrics)
Optimization
(Campaigns, Channels, Attribution)

6. The measurement plan…
A tiered and segmented methodology to apply optimization across all
digital touchpoints as aligned with objectives.
Precision Medicine Initiative
KPI Measurement Plan
AWARENESS – COMMUNITY – EXPERIENCE – EDUCATION – INFLUENCE – CONVERSION
KPIs &
Tactics
Acquisition
Owned, Earned & Paid Influence
Behaviors
Marketing Engagements
Outcomes
Marketing Conversions
Signups
Audience Profiling Campaigns & Content Website Traffic Activations
Metrics
Organic
(Earned)
Reach
+ Frequency
Impressions
Paid
Reach
+ Frequency
Impressions
Total
Reach
+ Frequency
Impressions
Performance
Metrics
x
Campaign
Engagement
Rates
x
Content
Community
Growth
x
Channel
Assisted
Traffic
x
Site Activity
Assisted
Conversions
x
Attribution
Accumulated
Counts
x
Target
Demos
Target Goals
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Data Platform
Analytics
- DSP (Advertising) Analytics - DMP (Audience Profiling) Analytics - SEM Analytics - Social Media Analytics - Website Analytics -
- Attribution Modeling Analytics - [Mobile] App Analytics -
Segments
-
Performance
& Attribution
Marketing Channels
Demographic Profile Segmentation
DMA Market Segmentation
Desktop Mobile Cross-Device

7. The alignment with KPIs…
A structured KPI framework to guide strategic directions thru three core
measurement analytic pillars.
Acquisition
Website Traffic – How we are
creating traffic for the primary
website?
How is Owned, Earned and Paid
media contributing?
Are we mapping to milestone
target goals for awareness and
website traffic?
Are we continuously optimizing
marketing performance?
Are we aligned to strategic
priorities and budget spend?
Behaviors
Personas & Demographics –
What does the conversion journey
look like?
What campaigns are resonating
with people? What content?
What ties into an optimal
experience for the potential
enrollee?
Which channels are performing best
for engagements?
Is the community and discussion
growing? Are our own social media
profiles growing an audience?
Are we activating target audiences?
Outcomes
Conversions – What outcomes
signify value for delivering the
desired end result?
What outcomes are expected when
people arrive at the website?
What pages should they see? What
videos should they watch?
What does conversion look like?
App installs or opting into email for
more information and notifications?
Personal information to pre-qualify
for enrollment?
Taking the first step in activating
enrollment?

8. The extrapolation of insights…
A well defined metric ecosystem to drive performance thru data +
segmentation + measurement + analysis + optimization.
Owned Media
Channels, Campaigns & Content
 Organic Reach, frequency,
impressions
 Geo-demographic target goals
 Engagements, engagement
rates, clicks
 Social community growth
(Facebook, Twitter, Instagram)
 Assisted website traffic (visits,
views, duration, bounce rate,
CTAs)
 Conversion Counts
 Conversion Attribution: channels,
markets, socio-demos, device
 MoM target milestone growth
Shared & Earned Media
Content Sharing & Publicity
 Earned Reach, frequency,
impressions
 Geo-demographic target goals
 Organic content shares, clicks
 Blogger posts, reach,
engagements, shares, clicks
 Assisted website traffic (visits,
views, duration, bounce rate,
CTAs)
 Conversion Counts
 Conversion Attribution: outlets,
socio-demos, markets, device
 MoM target milestone growth
Paid Media
Advertising Campaigns
 Paid reach, frequency,
impressions
 Geo-demographic target goals
 Performance metrics: Clicks,
CTR, CPC, CPM, ROAS, CPA
 Assisted website traffic (visits,
views, duration, bounce rate,
CTAs)
 Conversion Counts
 Conversion Attribution: outlets,
markets, socio-demos, device
 MoM target milestone growth

9. The delivery of intelligence…
A pre-defined collection of actionable insights to steer execution for
maximum influence and conversions.
 Traffic Source Patterns
 Campaign Performance
 Content Resonance
 Device & Screen Preference
 Marketing Channel Influence
 Community Inspiration & Growth
 Socio-Demo Activation
 Gen Pop (Persona) Impact
 Geography Mapping & Influence
 Acquisition / Conversion Costs
 Month over Month Performance
 Milestone Targets