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Measurement Plan. MSC Madrid September 2016. Jose Luis Loren

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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. MSC Madrid September 2016. Jose Luis Loren

  1. 1. Measurement Plan. Steps to create one. Jose Luis Loren MeasureCamp Madrid. September 2016
  2. 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. 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. 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. 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. 6. What project phase does include the Measurement Plan? Jose Luis Loren. Measurement Plan. 6 / Source: Digital_processes_phased_v15.ppt
  7. 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. 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. 9. What is the purpose of xyz? What do we want to achieve? Business Objectives Jose Luis Loren. Measurement Plan. 9 /
  10. 10. •  Create Awareness •  Increase the Engagement •  Increase the number of Registrations •  Sales increase •  … Business Objectives Jose Luis Loren. Measurement Plan. 10 /
  11. 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. 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. 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. 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. 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. 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 /
  17. 17. THANK YOU.

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