Name: Digital Analytics Fundamentals - Lesson 2.4 Creating a measurement plan
Uploaded: 2013-11-26T15:41:15.000Z
Duration: 11 min 35 s
Description: Thousands of YouTube videos with English-Chinese subtitles! Now you can learn to understand native speakers, expand your vocabulary, and improve your pronunciation...

Digital analytics is all about using data to drive change.

But the data needs to be relevant to your business.

you need to tailor the implementation to your needs.

In this lesson we'll talk about how to create an analytics measurement plan that is specific

Good data is the foundation for making smart decisions.

Managing and implementing infrastructure for this data may require

some time and effort, people, processes and technology.

The larger your business, the more involved this can be.

Let's talk about the skills you need on your analytics team.

You need someone who understands what the business objectives are

and the strategies used to support those objectives.

You also need someone who understands what analytics can do.

Finally, you need someone with technical skills who can implement an analytics tool.

you may need an analytics team that can support different business units.

and you may able to fill all these needs on your own.

Once you've organized the right people to be involved with the planning conversation,

Start with a measurement plan which identifies your business objectives.

The next step is to understand your technical environment

by documenting your technical infrastructure.

In this stage you will be asking your team questions like,

"Do the technologies we're using make it possible to track everything we need to track?"

After defining your business needs and documenting the technical environment of your business,

the next step is creating an implementation plan that is specific to the analytics tool

For Google Analytics, this means defining the code snippets and specific product features

that you'll need in order to track the data defined in your measurement plan.

Once the implementation plan is designed,

the next step is to have the web development team, or the mobile team,

actually implement the tracking recommendations that you've made.

This process isn't complete once the implementation stage is over!

Because the digital world changes so fast,

your measurement plan needs to be maintained and refined so that your data can evolve with

Therefore, the measurement planning process should be cyclical, if not continuous.

We're going to spend most of this lesson talking about the measurement plan,

using a simple model developed by Avinash Kaushik.

This model can be used to design a digital measurement plan for any size of business

Avinash's model teaches us that the way to approach digital measurement

is by leading the conversation with the business' objectives.

The whole point of measurement is to understand if you're making good business decisions

or bad business decisions, and then figuring out how to make changes moving forward.

You will go through a series of 5 steps in order to define your measurement plan.

We'll go over each of the 5 steps in this lesson,

First, document your business objectives.

Second, identify the  strategies and tactics to support the objectives.

Third, choose the metrics that will be the key performance indicators.

Fourth, decide how you'll need to segment your data.

Finally, choose what your targets will be for your key performance indicators.

Remember, this process requires you to meet with the people who make the decisions in

This could be managers, executives or you, if you're a small business owner!

Let's use a fictional outdoor equipment company

as an example of how we would actually apply this process to create a real measurement

For the sake of this example, let's say that we sell our outdoor products on our website

This outdoor company also maintains a blog

to engage customers in conversations about how to enjoy the outdoors.

The first step to create our measurement plan is to define our business objective.

We need to ask ourselves -- why do we exist?

Often you need to dig really deep to get the true answer.

In our example let's say the business objective is

"Help people enjoy the outdoors through innovative products and cultivate their love of the outdoors."

To support our objective, our business will use specific strategies and tactics.

One strategy to support our mission would be to sell outdoor products.

A tactic to support that strategy would be to sell online via a website.

We could even develop a mobile shopping app.

But, in this scenario we also have a physical store,

so one way we might drive sales is by giving people information on our website or in our

that helps them locate one of our stores.

That can be another tactic of our website.

Finally, to support the second half of our mission -- cultivating our customers' love

-- our strategy would be to engage customers in conversations about outdoor topics,

and we might do that through posts on our blog.

Remember, each business will have its own set of strategies,

but most of them will closely relate to these 5 common types:

For ecommerce sites, selling products or services

For lead generation sites, collecting potential leads

For content publishers, encouraging engagement and frequent visitation

For online informational or support sites, helping users find the information they need

And for branding, driving awareness, engagement and loyalty.

The next step is to choose the Key Performance Indicators, also referred to as KPIs.

These are the measurements of your strategies and tactics