Representation of assessing campaign tracking data needs and data sources for reporting to all relevant stakeholders.

1. Analytics Framework
Measurement Plan
April 2017
[ produced by ]

2. NEEDS & REQUIREMENTS
• Baseline Needs
o Track, measure and analyze website attribution
performance for both Registry Joins and Study
Interest Signups.
o Expand Google Analytics capabilities and reporting to
track website assisted traffic sources and attribution
influence.
o Secure a local professional Google Analytics resource
for top-level consulting services and Google Analytics
setup support.
o Restart the digital advertising campaign with
reconfigured attribution pixel placement and tracking
with optimization emphasis placed on Registry Joins.
o Architect and document measurement plan, data
source requirements and ownership workflow
process.
o Identify relevant and meaningful attribution KPIs and
metrics for performance reporting and analysis.
o Approve a simple, clear and concise reporting format
for key stakeholder levels.
o Identify and document Pitt analytic metric needs and
reporting for IT and data department stakeholders.
o Model and productize all requirements into a
researcher package for partner ad campaigns.
• Digital + Offline Attribution Tracking
(Community Enrollment Channels)
o Website
o Social Media (promoted + organic unpaid posts)
o Digital Ads
o SEO/SEM
o Email
o Email (3rd party list rentals, partnerships, etc.)
o Organic
o Partnerships
(UPMC email feature, KidsPlus.com website features, etc.)
o Offline Promotions + Advertising
(as applicable – print ads, billboards, media/press
coverage, brochures, postal mailings, WOM, non EMR
doctor referrals)
o [Pitt+Me] Call Center
o Pitt + Me Marketing + Events
o UPMC Channel Referrals
o EMR Auto Enroll
Charter: The charter for marketing analytics is to implement an analytics framework to monitor, track and measure attribution for
Registry Joins and Study Interest signups and continuously optimize marketing activity performance for greater results.
Slide - 2

3. STAKEHOLDER REPORTING REQUIREMENTS
Group Stakeholders Needs KPIs Core Metrics Reporting
Executive Level Dr. Steve Reis
Milestone
Performance Tracking
Registry Joins + Study
Interest Enrollments
Total Enrollment Counts + Marketing Impressions x Channel + Website
Traffic Attribution + MoM Campaign Growth (New Enrollments +
Diversity Counts + Average Enrollment CPA)
Monthly
Executive
Report
Finance Level Dave Mathias
Milestone
Performance Tracking
+ Top-Line Marketing
Performance Metrics
MoM Enrollment
Growth + Budget
Spend vs. Enrollment
Impact
Executive Level Metrics + Budget Spend Efficiency Analysis x Campaign
Channel Execution
Monthly
Executive
Report with
Financial
Performance
IT Level
Lee Bash + IT
Team
Milestone
Performance Tracking
+ Website Traffic
Attribution
Performance Metrics
MoM Enrollment
Growth + Enrollment
Attribution Trend
Lines
Website Benchmark Performance Metrics + Traffic Source Attribution
Performance Metrics (Website, Social Media, Ads, SEM, Email, Offline
Promotions, Call Center, Pitt+Me Marketing, UPMC Referrals, Auto
Enrolls)
Weekly
Managed
Datasets
Data Analysis
Level
Nalyn Siripong
Marketing
Performance Metrics
Marketing Enrollment
Performance Drill-
Down
Website Benchmark Performance Metrics + Comprehensive Attribution
Marketing Performance Metrics (Website, Social Media, Ads, SEM,
Email, Offline Promotions, Call Center, Pitt+Me Marketing, UPMC
Referrals, Auto Enrolls)
Weekly
Managed
Datasets
Wondros
(Management)
Patrick McGovern,
John Chaffins,
Account
Management
Team
Milestone
Performance Tracking
Registry Joins + Study
Interest Enrollments
Total Enrollment Counts + Marketing Impressions x Channel + Website
Traffic Attribution + MoM Campaign Growth (New Enrollments +
Diversity Counts + Average Enrollment CPA)
Monthly
Executive
Report
Wondros
(Marketing)
Erin Yasgar +
Daniel McKean
Marketing
performance
Campaign Managed
(Owned) Marketing &
Optimization
Performance
All-Inclusive Campaign Channel Marketing Metrics (Website, Social
Media, Ads, SEM, Email, Offline Promotions, Call Center, Pitt+Me
Marketing, UPMC Referrals, Auto Enrolls)
Master
Dataset(s)
Maintenance &
Monthly
Optimization
Reporting
Slide - 3

4. COREKEYPERFORMANCEINDICATORS(KPIs)
Registry
Enrollments
(status benchmark)
Study
Enrollments
(status benchmark)
Campaign
Impressions
(reach + influence)
Website Traffic
(influence + action)
MoM
Enrollments
(channel + impact + growth)
Cost Per
Enrollment
(budget efficiency)
Slide - 4

5. MONTHLY (30-DAY) METRICS MAPPING
Enrollments
Diversity
Demographics
Channel
Performance
Campaign
Impressions
Website Traffic
Digital
Advertising
Social Media Email
Offline-Indirect
(Enrollment)
Total Registry Count
+ MOM Comparison
Registry Count
x Race, Ethnicity +
MOM Comparison
Reconciliation
Enrollment Count
Analysis [Total Counts
vs. Registry + Study
Attribution) + MoM
Comparison
Campaign Count
Impressions + MoM
Comparison
Site Count Rollup
Traffic (visits) +
Unique Users + MOM
Comparison
Enrollment Count
Attribution (Registry +
Study) + MoM
Comparison
Enrollment Count
Attribution (Registry +
Study) + MoM
Comparison
Enrollment Count
Attribution (Study) +
MoM Comparison
Call Center Enrollment
Count Attribution
(Registry + Study) +
MoM Comparison
Total Study Count
+ MOM Comparison
Registry Count
x Age Groups + MOM
Comparison
Registry + Study
Offline Rollup
Enrollments
Attribution + MoM
Comparison
Campaign Count
Impressions x Channel
+ MoM Comparison
Site Count
Traffic x Campaign
Source Acquisition
(attribution) + MoM
Comparison
Enrollment Count
Attribution (Registry +
Study) x Placement +
MoM Comparison
Enrollment Count
Attribution (Registry +
Study) x Paid + MoM
Comparison
Enrollment Count
Attribution (Registry –
Shred Emails) + MoM
Comparison
Pitt+Me Marketing
Enrollment Count
Attribution (Registry +
Study) + MoM
Comparison
Total Enrollments
Count + MOM
Comparison
Registry Count
x Gender + MOM
Comparison
Registry + Study
Digital Rollup
Enrollments
Attribution + MoM
Comparison
Impressions to
Enrollment Registry
Ratio x Channel
Site Count
Campaign Enrollments
(Goal Conversions)
Attribution + MoM
Comparison
Enrollment Count
Attribution (Registry +
Study) x Creative +
MoM Comparison
Enrollment Count
Attribution (Registry +
Study) x Unpaid +
MoM Comparison
Enrollment Count
Attribution (Study) x
[Type: Join vs. Alert] +
MoM Comparison
UPMC Referral
Enrollment Count
Attribution (Registry +
Study) + MoM
Comparison
Registry Enrollment
Demo Profile Rankings
+ MOM Comparison
Average CPA
Enrollment Attribution
(Registry + Study) +
MoM Comparison
Impressions to
Enrollment Study Ratio
x Channel
Site Engagement -
30-Day View
Sessions, Pageviews,
Pages / Session, Avg.
Session Duration
Enrollment Count
Attribution x Device +
MoM Comparison
Enrollment Count
Attribution x Device +
MoM Comparison
Baseline Email Metrics
(sent, delivered,
opened, clicks, CTR)
Auto Enrolls
Enrollment Count
Attribution (Registry)
+ MoM Comparison
Average CPA Channel
Enrollment Attribution
(Registry + Study) +
MoM Comparison
Impressions to
Enrollment Master
Ratio x Channel
Site Engagement -
30-Day View
Bounce Rate, % New
Sessions
Enrollment Count
Attribution x Demo
Profile + MoM
Comparison
Enrollment Count
Attribution x Demo
Profile + MoM
Comparison
Offline Advertising
Enrollment Count
Attribution (Registry +
Study) + MoM
Comparison
Site Engagement -
30-Day View
Unique User Behaviors
(visits, sessions,
pageviews, device)
Assorted Campaign
Performance Metrics
for Optimization
Enrollment Count
Attribution (Registry +
Study) x Creative +
MoM Comparison
Search
Enrollment Count
Attribution (Registry +
Study) + MoM
Comparison
Organic
Enrollment Count
Attribution (Registry +
Study) + MoM
Comparison
Slide - 5

6. DATA NEEDS MAPPING
Metrics:
Enrollments
Metrics:
Diversity
Demographics
Metrics:
Channel
Performance
Metrics:
Campaign
Impressions
Metrics:
Digital
Advertising
Metrics:
Social Media
Metrics
Website
Traffic
Metrics:
Email
Metrics:
Offline
Touchpoints
Metrics:
Affiliated
Touchpoints
Requirements: Timely and current data sets from a diverse set of originations must be co-maintained with a weekly reporting
updates for all stakeholders to review overall campaign status with near real-time data updates as needs arise.
DATA
SOURCE
Total
Enrollment
Counts:
Pitt Index
Reports
Registry
vs. Study
Breakdowns
Report
Demographic
Breakout
Report
Call Center
Attribution
Breakout
Report
Pitt+Me
Marketing
Activity
Calendar
UPMC
Registry vs.
Study
Breakdowns
Report
Auto Enroll
Report
Pitt+Me
Marketing
Activity
Calendar
Metrics TBD:
Offline
Advertising
Activity
Organic +
Search
Attribution:
Google
Analytics
Ad Impression
Touchpoint:
Ad Data Set
(pixel)
Shared Email
Tracking
Report
Ad
Attribution:
Ad Data Sets
(pixels)
Channel
Attribution:
Google
Analytics
Performance
Attribution:
Google
Analytics
Baseline
Email Metrics:
Pitt Index
Reports
Email Type
(Join / Alert)
Metrics: Pitt
Index Reports
Demographic
Attribution:
Ads + Google
Analytics
Paid
Attribution:
Ads+ Google
Analytics
Unpaid
(organic)
Attribution:
Google
Analytics
Creative
Attribution:
Ad Data Sets
Device
Attribution:
Ad Data Sets
Paid
Impressions
Attribution:
Ad Data Sets
(pixels)
Unpaid
(Organic)
Impressions
Attribution:
Social
Channel
Attribution:
Dataset
Mashups
Pitt Managed Data
Google Analytics Data
Marketing Data
Slide - 6