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.

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
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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?
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9. What is the purpose of xyz?
What do we want to achieve?
Business Objectives
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10. • Create Awareness
• Increase the Engagement
• Increase the number of Registrations
• Sales increase
• …
Business Objectives
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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
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Digital Analytics engagement

12. Benchmarks and Targets. Examples
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• 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
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14. • Adobe/Excel Reporting / Dashboarding
• Metrics / Dimensions
• Charts
• Tables
Format
• First and Control Report
• In-depth AnalysisFrequency
Reporting format and frequency
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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
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17. THANK YOU.