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Measurement Plan. MSC Madrid September 2016. Jose Luis Loren

Do you know what a Digital Analytics Measurement Plan is? Short description what a Measurement Plan in Digital / Web Analytics is, the reason why it is needed and description of the steps you have to follow to create one.

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Measurement Plan. Steps to create one.
Jose Luis Loren
MeasureCamp Madrid. September 2016
1.  What is a Measurement Plan
2.  What project phase does include the Measurement
Plan?
3. What are the steps to create a Measurement Plan?
4. Template
Index
Jose Luis Loren. Measurement Plan. 2	/
Jose Luis Loren. Measurement Plan. 3	/		
1.  What is a Measurement Plan
2.  What project phase does include the Measurement
Plan?
3. What are the steps to create a Measurement Plan?
4. Template
Document that translate the business
objectives into KPIs that enable the
performance assessment.
What is a Measurement Plan?
Jose Luis Loren. Measurement Plan. 4	/
Jose Luis Loren. Measurement Plan. 5	/		
1.  What is a Measurement Plan
2.  What project phase does include the Measurement
Plan?
3. What are the steps to create a Measurement Plan?
4. Template
What project phase does include the Measurement Plan?
Jose Luis Loren. Measurement Plan. 6	/		
Source: Digital_processes_phased_v15.ppt
Jose Luis Loren. Measurement Plan. 7	/		
1.  What is a Measurement Plan
2.  What project phase does include the Measurement
Plan?
3. What are the steps to create a Measurement Plan?
4. Template
Business	
Objec3ves	
KPIs	
Defini3on	
Benchmarks	
and	
Targets		
Segmenta3on		
Repor3ng	
format	and	
frequency	
What are the steps to create a Measurement Plan?
Jose Luis Loren. Measurement Plan. 8	/
What is the purpose of xyz?
What do we want to achieve?
Business Objectives
Jose Luis Loren. Measurement Plan. 9	/
•  Create Awareness
•  Increase the Engagement
•  Increase the number of Registrations
•  Sales increase
•  …
Business Objectives
Jose Luis Loren. Measurement Plan. 10	/
Awareness
• Unique Visitors
• Direct Traffic
• Referral Traffic
• Organic Visits
• …
Engagement
• Returning Visitors
• Avg. Visit Duration
• Pages per Visit
• PDF Downloads
• …
Registrations
• Number of New
Registrations
• Form Conversion
Rate
• Form Abandonment
Rate
• …
Sales
• Sales Increase
• Conversion Rate
• Avg. Order Value
• Revenue
• …
KPIs Definition
Jose Luis Loren. Measurement Plan. 11	/		
Digital Analytics engagement
Benchmarks and Targets. Examples
Jose Luis Loren. Measurement Plan. 12	/		
• Other Brands or Products
• Previous experiences
• Learnings
• …
Benchmarks
• 25k Visits per month as from …
• Returning Visitors increase by 7% in x months
• Registration Form Abandonment decrease by 15% after x months
• Contributing ABO increase by 12% at the end of x
• …
Targets (Specific, Measurable, Achievable, Realistic, Time bounded)
Digital Analytics engagement
• Organic
• Direct
• Referrer
• …
By
Source
• Customer /
Prospect, …
• New/Recurring
• Loyal Visitor
• …By
Visitor Type
• Use of Online
Search
• Time on Site
• Page Views
By
Behaviour
• Geographic
Location
• Content Type
Viewed
• Products
category …
Other
Segmentation
Jose Luis Loren. Measurement Plan. 13	/
• Adobe/Excel Reporting / Dashboarding
• Metrics / Dimensions
• Charts
• Tables
Format
• First and Control Report
• In-depth AnalysisFrequency
Reporting format and frequency
Jose Luis Loren. Measurement Plan. 14	/		
Digital Analytics engagement
Jose Luis Loren. Measurement Plan. 15	/		
1.  What is a Measurement Plan
2.  What project phase does include the Measurement
Plan?
3. What are the steps to create a Measurement Plan?
4. Template
Template
Project
Description
Business
Objectives
KPIs KPI 1a KPI 1b KPI 2a KPI 2b KPI 1a KPI 1b KPI 1a KPI 1b KPI 1c
Benchmarks Benchmark 1a Benchmark 1b Benchmark 2a Benchmark 2b Benchmark 1a Benchmark 1b Benchmark 1a Benchmark 1b Benchmark 1c
Targets Target 1a Target 1b Target 2a Target 2b Target 1a Target 1b Target 1a Target 1b Target 1c
Segments
Project Description
Business objective 1Business objective 1 Business objective 2 Business objective 1
Jose Luis Loren. Measurement Plan. 16	/
THANK YOU.

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Measurement Plan. MSC Madrid September 2016. Jose Luis Loren

  • 1. Measurement Plan. Steps to create one. Jose Luis Loren MeasureCamp Madrid. September 2016
  • 2. 1.  What is a Measurement Plan 2.  What project phase does include the Measurement Plan? 3. What are the steps to create a Measurement Plan? 4. Template Index Jose Luis Loren. Measurement Plan. 2 /
  • 3. Jose Luis Loren. Measurement Plan. 3 / 1.  What is a Measurement Plan 2.  What project phase does include the Measurement Plan? 3. What are the steps to create a Measurement Plan? 4. Template
  • 4. Document that translate the business objectives into KPIs that enable the performance assessment. What is a Measurement Plan? Jose Luis Loren. Measurement Plan. 4 /
  • 5. Jose Luis Loren. Measurement Plan. 5 / 1.  What is a Measurement Plan 2.  What project phase does include the Measurement Plan? 3. What are the steps to create a Measurement Plan? 4. Template
  • 6. What project phase does include the Measurement Plan? Jose Luis Loren. Measurement Plan. 6 / Source: Digital_processes_phased_v15.ppt
  • 7. Jose Luis Loren. Measurement Plan. 7 / 1.  What is a Measurement Plan 2.  What project phase does include the Measurement Plan? 3. What are the steps to create a Measurement Plan? 4. Template
  • 8. Business Objec3ves KPIs Defini3on Benchmarks and Targets Segmenta3on Repor3ng format and frequency What are the steps to create a Measurement Plan? Jose Luis Loren. Measurement Plan. 8 /
  • 9. What is the purpose of xyz? What do we want to achieve? Business Objectives Jose Luis Loren. Measurement Plan. 9 /
  • 10. •  Create Awareness •  Increase the Engagement •  Increase the number of Registrations •  Sales increase •  … Business Objectives Jose Luis Loren. Measurement Plan. 10 /
  • 11. Awareness • Unique Visitors • Direct Traffic • Referral Traffic • Organic Visits • … Engagement • Returning Visitors • Avg. Visit Duration • Pages per Visit • PDF Downloads • … Registrations • Number of New Registrations • Form Conversion Rate • Form Abandonment Rate • … Sales • Sales Increase • Conversion Rate • Avg. Order Value • Revenue • … KPIs Definition Jose Luis Loren. Measurement Plan. 11 / Digital Analytics engagement
  • 12. Benchmarks and Targets. Examples Jose Luis Loren. Measurement Plan. 12 / • Other Brands or Products • Previous experiences • Learnings • … Benchmarks • 25k Visits per month as from … • Returning Visitors increase by 7% in x months • Registration Form Abandonment decrease by 15% after x months • Contributing ABO increase by 12% at the end of x • … Targets (Specific, Measurable, Achievable, Realistic, Time bounded) Digital Analytics engagement
  • 13. • Organic • Direct • Referrer • … By Source • Customer / Prospect, … • New/Recurring • Loyal Visitor • …By Visitor Type • Use of Online Search • Time on Site • Page Views By Behaviour • Geographic Location • Content Type Viewed • Products category … Other Segmentation Jose Luis Loren. Measurement Plan. 13 /
  • 14. • Adobe/Excel Reporting / Dashboarding • Metrics / Dimensions • Charts • Tables Format • First and Control Report • In-depth AnalysisFrequency Reporting format and frequency Jose Luis Loren. Measurement Plan. 14 / Digital Analytics engagement
  • 15. Jose Luis Loren. Measurement Plan. 15 / 1.  What is a Measurement Plan 2.  What project phase does include the Measurement Plan? 3. What are the steps to create a Measurement Plan? 4. Template
  • 16. Template Project Description Business Objectives KPIs KPI 1a KPI 1b KPI 2a KPI 2b KPI 1a KPI 1b KPI 1a KPI 1b KPI 1c Benchmarks Benchmark 1a Benchmark 1b Benchmark 2a Benchmark 2b Benchmark 1a Benchmark 1b Benchmark 1a Benchmark 1b Benchmark 1c Targets Target 1a Target 1b Target 2a Target 2b Target 1a Target 1b Target 1a Target 1b Target 1c Segments Project Description Business objective 1Business objective 1 Business objective 2 Business objective 1 Jose Luis Loren. Measurement Plan. 16 /