For more information, please visit us on the web: http://webris.org/services/web-analytics Without a good grasp on your company's data, you are operating blind. Think about it - how can you make effective decisions without the proper information? Web analytics gives your business the power to see, think and act clearly. Having a good grasp on your data allows you to make better informed decisions about your marketing spend which will ultimately increase your top line revenues. Before you can extract this data, you need to tag your analytics platform with the correct .javascript pixels. Before you can tag your website, you need to know WHAT to tag. A web analytics measurement plan outlines the goals, business objectives and key performance indicators that you need in order to translate them into tags. This slideshow shows you how to create a web analytics measurement plan.

1. HOW TO CREATE A
WEB ANALYTICS
MEASUREMENT PLAN
RYAN STEWART
HTTP://WEBRIS.ORG
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2. FULLARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/
• A measurement plan is the first step in a
successful analytics campaign
• Without it, nothing else will function properly and
your data will be improperly tagged, incomplete
and out of context

3. Why do you need one?
• Outlines the expectations, objectives and goals
• Defines what success looks like
• oh, you drove 1,000,000 visits – so what?!
• Stops data overload
• What do we need and why? Saves you time from digging
through endless data sets and reports
• Builds KPIs and framework for developers to implement proper
JavaScript tagging/tracking
• Ensures you are tracking the right aspects so you can make
data driven decisions about your marketing spend
REMOVES GUESSING – EVERYTHING YOU NEED TO MAKE
BETTER DECISIONS IS IN CLEARLY LAID OUT IN YOUR
DATA
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4. MEASUREMENT
PLAN
OBJECTIVES
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5. 1. State your business objectives
2. Craft goals that drive business objectives
3. Define key performance indicators (KPIs)
4. Set concrete targets and benchmarks
5. Reports, data governance, frequency and
segments
6. Analyze, adjust, make decisions and
improve
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6. SAMPLE PLAN:
ONLINE
SNEAKER STORE
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7. STEP 1: DOCUMENT OBJECTIVES – DESIRED OUTCOMES
These should be high level organizational objectives that
answer the ‘why’ questions:
• Why does my website exist?
• Why are we undertaking this marketing effort?
All efforts should map back to these principles.
Anything outside of this scope should be rejected.
Make sales online
Business
Objectives
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8. STEP 2: CREATE GOALS/STRATEGIES
Goals and strategies are what drive success of a given
business objective. It completes the following sentence:
In order increase our sales, we must [ build our email list |
increase repeat purchases | reach customers in new
markets | Increase website conversion rate ].
Make sales online
Business
Objectives
+ Build email list
Goal
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9. STEP 3: CHOOSE KPIs
A key performance indicator (KPI) is a measure (metric) that helps you
understand how you are doing against your objectives.
• Consider these the heartbeat of campaign/site
• Indicators that say something is wrong or right
Attributes of a great KPI
• Un-complex
• Relevant
• Timely
• Instantly useful
Make sales online
Business
Objectives
+Build email list
Goal
+ Form
conversion rate
+ Cost per email
lead
+ Welcome email
bounce rate
KPIs
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10. STEP 4: SET TARGETS/BENCHMARKS
Targets and benchmarks will provide context into
performance:
• Forecasts goals (progress)
• Will assist with trends (delta)
• Benchmarks assist with optimization and actions
• Identifies progress and deltas
Targets help determine the success of your efforts.
Make sales online
Business
Objectives
+Build email list
Goal
+ Form
conversion rate
+ Cost per email
lead
+ Welcome email
bounce rate
KPIs
+ > 10%
+ < $5.00
+ > 5%
Target
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11. STEP 5: DETERMINE REPORTS + SEGMENTS
The amount of data available is staggering. Planning out
how to report on the data with the right data segments helps
saves time, headaches and keeps you moving forward.
Segmentation is a key tactic that makes it easy to
understand what might be causing a great performance or a
bad one.
Make sales online
Business
Objectives
+Build email list
Goal
+ Form
conversion rate
+ Cost per email
lead
+ Welcome email
bounce rate
KPIs
+ > 10%
+ < $5.00
+ > 5%
Target
+ Conversion
eVar report
+ Segment by
traffic source, ad
group, subject
line
Reports +
Segments
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12. STEP 6: ANALYZE, ADJUST AND IMPROVE
By looking at the data laid out from the previous slides, we can ask
questions and make informed decisions about the campaign:
• What traffic source is causing the most abandonments and why?
• What steps can we take to maximize opt ins?
When we look at all of the measures, we can answer bigger questions:
• Was this campaign worth the time, effort and money?
• Should we be investing more money into this strategy?
When mined properly, data doesn’t lie.
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13. Build 1 to 1 relationship with customersBusiness
Objective
Campaign
Goals
KPIs
Targets
Reports
Segments
Successfully reach audience Collect information via opt in form
KPI: LP Conversion rate
Target: >2%
Report: Goals
Segments: Campaign, Traffic
Sources
KPI: Email CTR (long term
measurement)
Target: <2% per send
Report: ET
Segments: None
KPI: # of Social follows from LP
Target: >1%
Report: Goals
Segment: Social follows
Improve customer data/lead quality
(ongoing goal)
KPI: Ad Unit/Link CTR
Target:
Facebook >.5%
Display >.1%
Email >.1%
Text >5%
Twitter >5%
Search (Home) >2%
Report: Ad server reports, Bitly
Segments: None
KPI: 301 Hits & Conversion Rate
Target:
Hits >20%
Conversions >2%
Report: Custom
Segment: None
KPI: Visitor loyalty
Target: >50% return to site within
30 days and consume 2 pages of
content
Report: Goals
Segment: Email Traffic
KPI: Level of submission (Prizes 1 -
3)
Target: Level 1 Only > 60%; Level 1
& 2 > 40%; Level 1, 2 & 3 > 20%
Report: Goals, Custom conversion
Segments: Campaign, Traffic
Sources, Visitor Type
KPI: Total opt ins
Target: 2,000
Report: Goals
Segments: Campaign, Traffic
Sources, Visitor Type
KPI: Database match
Target: <2%
Report: Manual
Segment: None
KPI: Form abandonment rate
Target: <10%
Report: Custom (Possibly
heat/click map)
Segments: Campaign, Traffic
Sources
KPI: Cost per lead
Target: <$15
Report: Ad server + AT Internet
Segment: Campaign, Traffic
Sources, Visitor Type

14. CLOSING
To read this article in more detail, please visit us on the web:
http://webris.org/how-to-create-web-analytics-measurement-plan/
Does your business need analytics help?
Read more about how I can help your business improve efforts here:
http://webris.org/services/web-analytics
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