1.
A Strategic framework for digital measurement
In this presentation, I offer my vision and my approach to a strategic
framework for digital measurement. Often we end up in a discussion on the
choice of analysis tools and what is possible to measure with various tools. If
we aren't discussing the possibilities with tools, then perhaps we are trying
to create a dashboard that will give us all the answers needed.
My ambition with this material is to point out the importance of having a
clear strategy when measuring the digital channel. We will leave the stage
where we talk about reports and dashboards that contains more questions
than answers (What is a good number of visitors to the site?) and instead
focus on the user experience. I believe that we need to talk about user
experience when we talk about measurement and analys and put this in a
context that connects to business targets and objectives. To achieve this, we
need a holistic strategy for how we work with digital analysis.
The goal is that you, the reader, will be inspired to seek the right kind of data,
instead of increasing the amount of reports and data. Creating a strategy that
gives the organization support in decision making and thereby increasing the
ability to create a better customer experience and ultimately builds a better
company. A company that is caring about the user experience!
Hope you will find the model interesting and feel free to share and comment.
Peter Isaksson, PI Exponent AB
Google+: +PeterIsaksson67
Twitter: @Isaksson_Peter
1) Strategic Framework for Digital
Measurement
2) Business KPI´s and User SPI´s
3) Two perspective on measurement
4) The Digital Decision Journey

2.
Acquisition
BehaviourConversion
Engagement
Corp.
Research
Consideration
Evaluation
Decision
Conversion
Loyalty
Intent
KPI
KPI
KPI
KPI
SPI
SPI
SPI
SPI
SPI
SPI
SPI
SPI
Strategic framework for
digital measurement
(part 1)
Leads
ProspectsCustomer
KPI – Key Performance Indicator
A KPI is business critical and measures how well a
part of the business is performing. The KPI is
connected to the companies business goal.
SPI – Story Performance Indicator
The SPI expresses what user does in relation to your
brand or area of business. This could be
interactions, reviews, sentiment, engagement or
sharing.
A strategic framework for measuring online success
in the digital channel. The model is based on a two
perspective thinking. The business perspective with
KPI:s (from inside and out) and the user, target
group, perspective with SPI:s (from outside and in).
Peter Isaksson, PI Exponent AB
Google+: +PeterIsaksson67
Twitter: @Isaksson_Peter

3.
Acquisition
BehaviourConversion
Engagement
Corp.
Research
Consideration
Evaluation
Decision
Conversion
Loyalty
Intent
KPI
KPI
KPI
KPI
SPI
SPI
SPI
SPI
SPI
SPI
SPI
SPI
Leads
ProspectsCustomer
Peter Isaksson, PI Exponent AB
Google+: +PeterIsaksson67
Twitter: @Isaksson_Peter
Strategic framework for
digital measurement
(part 2)
Business KPI’s
The inner blue area represents the companies view
on measuring. This is done by measuring how well
the business is performing in creating engagement,
attract visitors, support online behaviour and
conversion. To measure this we use business KPI´s
based on business goals.
User SPI´s
The circle outside of the blue area represent the
users behaviour and the different stages in the
Consumer Decision Journey. When we measure
user behaviour outside of the business owned
channels we use a Story Performance Indicator, SPI.
Insight
We need to optimize and understand user
behaviour outside of the website (SPI) to be able to
increase the actual number of conversions (KPI). To
only measure the visitor behavior on the website
will never give us the insight of the full potential
that we can find via an SPI metric. That´s why we
need to use SPI´s in our analytic work to find out
your potential in the market!

4.
Strategic framework for
digital measurement
(part 3)
The Business perspective
Many companies today is focusing on measuring
the owned/controlled digital channel. Some, but
far from all, has connected paid channels to their
analytics tool and have instructions in place for the
organization on how to set up measurement for
online initiatives.
These activities are connected to a KPI and thereby
are made useful within the organisation in the day-
to-day work for developing the user experience
online.
What we need to realize is that before we get users
to fulfil a KPI we need them to find a way in to a
platform owned by the business.
The target group perspective
Users create stories when they are online whether
they know it or not. Often the story starts by a
search on Google or a question to a friend on
Facebook. These small stories together with other
user stories ends up in bigger stories about a
specific subject and creates content themes. This is
the base in the Story Performance Indicators
where we measure the target groups behaviour
online and their interest in different themes.
A SPI could be the most discussed subject or the
most downloaded app on App Store within your
area of business.
Activities and development based on the company's business targets, KPI's.
Owned
Paid
Earned
Digital
touch
points
SPI
SPI
SPI
SPI
SPI
SPI
SPI SPI
KPI
KPI
KPI KPI
KPI
KPI KPI
Activities and development based on the target group's behavior, SPI's.
Peter Isaksson, PI Exponent AB
Google+: +PeterIsaksson67
Twitter: @Isaksson_Peter

5.
Strategic framework for
digital measurement
(part 4)
The Digital Decision Journey
Companies are more and more talking about adapting to
the Consumer Decision Journey. Doing this also sets new
demands on how and what we are measuring. We don´t
want to create an overload of data with a bunch of
reports that no one will read or know how to act upon.
We want to get the right data that are relevant and gives
us actionable insights.
Looking at the early stage in the CDJ we have the phase
called intention. In this early stage we use SPI’s for
measurement. What are the market trends, what are
people searching for, what are they discussing and what
apps are people downloading.
In the next phase of the CDJ we find the research and
evaluation step. Here we can start to use both SPI’s and
KPI’s. E.g. People visits the web site by clicking on a ad In
a forum. What are people talking about in different
forums and are they talking about your brand?
Ending up at the website gives us the full potential to
measure using both KPI’s and SPI´s helping us to find out
the quality of the visitor.
It all starts with knowing your SPI’s if you are going to be
able to provide a super user experience. Measuring the
right things and get insight about your target groups
behaviour is fundamental for running a business today.
Peter Isaksson, PI Exponent AB
Google+: +PeterIsaksson67
Twitter: @Isaksson_Peter
KPI
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