Marketing Analytics Measurement Plan. How to build a Marketing Analytics measurement plan. How to plan for marketing analytics reporting? Mapping business and marketing metrics and dimensions.

1. MyGrowth.Club
Nikhil P • 27.02.2022
Preparing Measurement Plan for
Marketing Analytics
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2. MyGrowth.Club
Nikhil P • 27.02.2022
Not everything that counts can be
counted, and not everything that
can be counted counts.
– Albert Einstein
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3. What is a Measurement
Plan?
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Long Answer?
- A document that measures important
marketing metrics and ties them to
business metrics.
Short Answer?
- A document that shows value of a
marketing / marketer

4. Measurement Plan - Start
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- Requirement Gathering
- List of important business metrics
and sources
- Think beyond obvious metrics like
transactions, revenue, leads
- Analytics is not only about quantity
also think about measuring quality
-

5. Measurement Plan - Stakeholders
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- Understand Stakeholders
- Product team
- Engineering team
- Analytics team
- Business team

6. Measurement Plan - Dimension
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- Metrics are easy , dimensions
need work
- Marketing dimensions
- Technographic dimensions
- Demographic dimensions
- Creative dimensions
- Product dimensions
- Behavioral dimensions

7. Measurement Plan - Mapping
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- Actions and reactions
- Marketing dimensions <> Business
metrics
- Marketing metrics <> Business
metrics

8. Measurement Plan - Reporting
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- Actions and reactions
- Targets vs achievement
- Day on day comparison
- Week on week comparison
- Month on month comparison
- Seasonality
- Anomaly detection
- Triggers

9. Measurement Plan - Tools
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- Tools
- Attribution tools
- Behavioural analytics tools
- Validation tools
- CDP
- DMP
- Reporting tools

10. MyGrowth.Club
Nikhil P • 27.02.2022
Numbers have an important story
to tell. They rely on you to give
them a clear and convincing voice
– Stephen Few
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