The document outlines a framework for developing a web analytics strategy, including defining business objectives, website goals, key performance indicators (KPIs) to measure goals, targets for each KPI, and visitor segments to analyze. It provides examples of completed frameworks that identify objectives like generating leads, goals like increasing newsletter subscriptions, KPIs like conversion rates, targets, and dimensions. The framework is intended to help organizations plan and evaluate the success of their websites.

1. Web Analytics
Framework Guide
November 8, 2012
Rick Allen
@epublishmedia

2. Web Analytics Framework
1 Business Objectives
2 Website Goals
Key Performance
3
Indicators (KPIs)
4 Targets
5 Segments
Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
2

3. Web Analytics Framework
1 Business Objectives
2 Website Goals
3
Key Performance What is the purpose of
Indicators (KPIs) your website?
4 Targets
5 Segments
3

4. Web Analytics Framework
1 Business Objectives
2 Website Goals
Key Performance
What actions do you
3
Indicators (KPIs) want people to take on
your website?
4 Targets
5 Segments
4

5. Web Analytics Framework
1 Business Objectives
2 Website Goals
What relevant web
3
Key Performance metrics can be used to
Indicators (KPIs) measure your website
4 Targets
goals over time?
5 Segments
5

6. Web Analytics Framework
1 Business Objectives
2 Website Goals
3
Key Performance How do you rate
Indicators (KPIs) success?
4 Targets
5 Segments
6

7. Web Analytics Framework
1 Business Objectives
2 Website Goals
Key Performance
What visitor attributes
3
Indicators (KPIs) will provide meaningful
insights?
4 Targets
5 Segments
7

8. Web Analytics Framework (Sample 1)
1 Business Objectives Reinforce online/offline advertising
2 Website Goals Enhance online brand awareness
Key Performance
3 Branded traffic
Indicators (KPIs)
4 Targets 12,000 visits per month
Traffic sources
5 Segments
Converted visits
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9. Web Analytics Framework (Sample 2)
1 Business Objectives Generate leads
2 Website Goals Increase newsletter subscriptions
Key Performance
3 Newsletter signup conversions
Indicators (KPIs)
4 Targets 200 visits per month
Visitor type
5 Segments
Content type
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10. Web Analytics Framework (Sample 3)
1 Business Objectives Engage community
2 Website Goals Increase news consumption
Key Performance
3 Visitor loyalty
Indicators (KPIs)
4 Targets 50% repeat visits
Student life content
5 Segments
Student club content
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11. Learn more!
A Web Analytics Framework for Content Analysis:
http://mcont.co/XksiFK
Web Analytics 101: Definitions: Goals, Metrics,
KPIs, Dimensions, Targets:
http://mcont.co/PEinYe