Measurement
Roadmap

Ani Lopez
Measurement Strategist
twitter @anilopez
info@dynamical.biz
http://dynamical.biz/blog/
http://linkedin.com/in/anilopez

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
• Identify Data Consumption needs
• Goals Setting
• KPIs & Metrics definition
3. Data Acquisition
• Technical Solution Design
• Tool Implementation / Fine Tuning

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

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

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

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

Understanding Customer Lifecycle
Attract
Engage
Convert
Retain
Advocate

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?

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?

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

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

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

Measurement Framework
Goals of this phase
• Define and set up the analysis plan
• Be ready to adapt the plan to new requirements across time

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

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

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

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

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

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

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*a link to http://dynamical.biz/blog/ would be great, thanks
Ani Lopez