MeasurementRoadmap

Ani LopezMeasurement Strategist

twitter @anilopez

info@dynamical.biz

http://dynamical.biz/blog/

http://linkedin.com/in/anilopez

From http://www.analyticshero.com/2012/10/03/analytics-5-key-steps-to-generate-value/

Plan Structure1. Understanding• The Business• The Company• Customer Lifecycle

2. Measurement Framework Definition• Identify Data Consumption needs• Goals Setting• KPIs & Metrics definition

3. Data Acquisition• Technical Solution Design• Tool Implementation / Fine Tuning

Plan Structure4. Data Governance

5. Reporting• Data Cleanse and pre-Processing• Tools Assessment & implementation • Dashboards Design

6. Analysis & Insights• Research• Visual Analysis• Hypothesis Validation• Communicating Insights

7. Measurement Culture Advocacy

Roadmap Flow Chart

Measurement Framework Definition

UnderstandingBusiness & Customer Lifecycle

Ongoing Analysis,Insights & Reporting

Analysis advocacy across company

Improve, adapt Framework according to new needs

Project Management

TechnicalSetup

Understanding the BusinessPath to conversion overview (example)

Goals of this phase

• Understand Ultimate goal of the company / project(s)

• Understand How goals are achieved / revenue is generated

• Understand Costs involved

Understanding the Company• Identify stakeholders

• Different areas / departments involved in path to conversion

• 3rd parties involved (external agencies/companies)

• What they are in charge for

Goals of this phase

• Getting the picture of “who does what”

• Understanding relationship between stakeholders

• Early spotting opportunities to gather relevant data

Understanding Customer Lifecycle

Attract

Engage

Convert

Retain

Advocate

Understanding Customer LifecycleOnline/Offline Acquisition Efforts• Who manage campaigns• How they are articulated, planned,

frequency, investment…• Are campaigns tracked correctly?• Tracking Strategy & Tools

Engagement Efforts

• Who, What, How? • How we measure that?

Understanding Customer LifecycleConversion & Retention Efforts• Campaigns performance

• Performance broken down by …

• Conversion Optimization efforts• Understanding what we do to increase conversion

• CRO on websites, Email, display, PPC, Social Media?

Retain Efforts• Strategy & tactics around reactivation• Measurement specifics

Increasing Advocacy• What we do to increase Advocacy• How we measure that?

Goals of this phase

• Understand how we try to increase conversions,quality of the conversions and reduce acquisition costs

• Spot opportunities to gather relevant data

• Troubleshoot measurement issues

Understanding Customer Lifecycle

Measurement FrameworkDesign, plan, and prioritize tasks around measurement

Identify data consumption needs• Analytics Maturity Evaluation

http://www.cardinalpath.com/oamm/

• Identify audience: departments / roles in need of data• Define what data they need & how it is going to be used• Question purpose of those needs• Determine data updating frequency for every

stakeholder

Goals Setting• Find and discuss the process used to establish goals• How frequent goals are updated (per KPI) monthly,

yearly?• Any seasonal trend to observe?• Set up goals

KPIs & Metrics definition• Make sure they are business aligned and effective• Identify performance measures (KPIs & Metrics) for

every audience / channel / stakeholder

Measurement Framework

Measurement Framework

Goals of this phase

• Define and set up the analysis plan

• Be ready to adapt the plan to new requirements across time

Data AcquisitionTechnical Solution Design• Measurement Tools Assessment• Data Merging and Warehousing planning• Data Accessibility Study

Tools Implementation / Adjustment• Technical Solution Design• Implementation

• Testing

• Deployment

Goals of this phase

• Implement correctly the most adequate data collecting tool(s)

• Make sure they are flexible enough for future needs

Data Governance• Identify actual and missed data sources• Evaluate and ensure Integrity and Consistency• Find owners, administrators• Identify ETL (Extract Transform Load) needs• Data accessibility, identify pitfalls • Set up data access protocols

Goal of this phase

• Take control over the processes and methodsused by data stewards and custodians

Data Governance

Data Cleanse and Processing • Processing

• How many sources we have?

• Is preprocessing (calculations) required for some data?

• At what point preprocessing should be done?

• Where and how we store processed data?

• Tools Assessment & implementation• Identify and assess the tools that could be used throughout

the data extraction, merging, manipulation and reporting

• Implement the required tools

Reporting

Dashboards Design• Identify the types of visual reports required by level.

area, or stakeholder• Create the dashboards or reports• Reporting / Dashboarding tools assessment and

implementation• Set up a distribution system to make them arrive on

time to data consumers with the frequency required• On demand creation of data visualizations for other

types like annual reports, infographics and such

Goal of this phase

• Relaying information on how we progresstowards goals in a widely presentable form

Reporting

Analysis & InsightsOngoing analysis of data in order to identify opportunities and shape strategies to improve Customer Lifecycle• Research• Visual Analysis• Hypothesis Validation• Communicating Insights

Goals of this phase

• Provide as much insightful information possible to help stakeholders make better decisions, drive changes, achieve goals based on data, not hunches or expectations

• Improve net profit

$$$$$!

Measurement Culture AdvocacyAny activity aiming to increase the culture of analysis in the company like:• Making updated information available for everyone regularly

• Create a glossary of terms to keep them consistent company wide

• Internal Workshops

• Create cases of study

• Include educational pieces in every report or presentation

Goals

• Increase the awareness of the importance of Analysis

• Get all departments engaged in collecting relevant data

• Help everyone make data-driven decisions

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Ani Lopez