Digital Analytics Fundamentals #2/4 – Creating a Measurement Plan

Unit 2/4 - Creating a Measurement Plan
Unit 2/4 – Creating a Measurement Plan

The Google Analytics Academy started a new course yesterday (March 11th 2014) called “Google Analytics Platform Principles“.  Though not required, it is recommended completing the “Digital Analytics Fundamentals” course on Analytics Academy before beginning this course:

The fourth part of the second lesson is about measurement plans.

To use analytics efficiently, the data you measure needs to be relevant to your business and goals.

  • First decide what to measure, what identifies your business objectives … the measurement plan
  • Document your server technologies, mobile applications, responsive designs, possibilities to use tracking … the technical infrastructure
  • Define code snippets and product features necessary to track relevant data … the implementation plan
  • Start over, refine your plans to measure your products more efficiently or to adapt to changes of the environment.

For the measurement plan

  • define your business objectives – your goals,
  • identify strategies to reach your objectives (e.g. eCommerce: selling products, lead generation: collecting leads, content publishing: engagement and revisits, support sites: help finding information, branding: awareness and loyalty),
  • choose metrics to indicate performance changes (e.g. revenue, visits, clicks, …),
  • segment your data (e.g. by marketing channel, customer type, geography, —),
  • define targets for your performance indicators.

Depending on your technical infrastructure you might need additional planning, e.g. whether you are using

  • string parameter queries,
  • server redirects,
  • Flash and AJAX requests,
  • multiple domains and sub domains,
  • responsive webdesign.

An implementation plan for Google Analytics will most likely consist of

  • the standard Google Analytics tracking snippet,
  • the goal tracking and eCommerce module to cover your key performance indicators (KPI),
  • filters to normalize your data,
  • campaign tracking and AdWords linking to track marketing activities,
  • custom dashboards and reports for analysis and reporting.
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