Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

A strategic framework for digital measurement

920 views

Published on

Presentationen innehåller ett övergripande synsätt om hur man bör hantera mätning av den digitala kanalen. Ofta fastnar organisationer i frågor kring verktyg eller hur man ska mäta den enskilda webbplatsen/-erna. Insikten kring vad målgruppen anser viktigt har på senare tid uppmärksammats genom att "Consumer decision Journey" har blivit ett begrepp och arbetssätt som ligger till grund för hur företag ska möta sin målgrupp. Svårigheten där är för många att skifta synsätt från att se ur ett företagsperspektiv till ett målgruppsperspektiv. Kommer vi till mätning så blir det än svårare för många att översätta och få något vettig ur sina analyser av målgruppens agerande och hur detta knyter an till den egna verksamheten. Lättare är då att falla tillbaka på att optimera mätning av flöden och KPI:r på den egna webbplatsen eller appen. Med detta material vill jag bidra till att belysa diskussionen och synsättet genom att introducera en ny indikator bredvid KPI:n som jag gett namnet SPI. SPI står för "Story Performance Indicator" och ska reflektera målgruppens agerande i den digitala kanalen. En "story" kan vara det mest diskuterade ämnet, mest nedladdade appen inom ert verksamhetsområde eller ett beteende. Idén är att man genom att mäta detta kontinuerligt och sätta det i ett sammanhang där man i slutändan knyter det till företagets KPI kan identifiera företagets totala potential (SPI) och utnyttjandegrad (KPI). En KPI mäter den sista delen i en beslutsresa medans en SPI mäter början.

Kommentera och dela gärna materialet. Materialet är på intet sätt statiskt utan kommer att utvecklas med nya erfarenheter och kommentarer.

// Peter Isaksson, PI Exponent AB
__________________________________________________________________________________

Peter Isaksson har arbetat med digitala frågeställningar i 14 år. Bland erfarenheterna kan följande företag och organisationer räknas in; SSAB, Postnord, Stora Enso, Riskpolisstyrelsen, Hero AG, AFA Försäkring, SJ, Lantmäteriet, Stockholms Läns Landsting, SEB, Folksam, Skandia, PRV, Statens Fastighetsverk, INCF, Kläppen, Ostnor, Electrolux och ett flertal andra uppdragsgivare.

Published in: Data & Analytics
  • Login to see the comments

A strategic framework for digital measurement

  1. 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. 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. 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. 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. 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 KPI KPI KPI SPI KPI KPI SPI SPI KPI SPI SPI SPI SPI SPI SPI User trends Google search Competitors initiative Download apps Forum discussions FAQ Blogs Mentions RFP Contact Downloads Sharing Buy/order Intent Research /Evaluation Conversion / Loyalty Product pages

×