Now you can document what we want to measure and evaluate in order to measure if our busines objectives are achieved. You can choose between making below activity or getting an analytics tool working for your website or social media channel

Instructions standard activity

• Activity performed per group
• Study the video material of google academy, modules 2,3,4,5, as preparation of this activity
• Based upon below instructions, and using the google analytics academy course as training, complete the last chapter of your e-commerce plan.

Instructions alternative activity:

• If you want to do something more challenging, you may also decide not to make the activity described on this webpage, but go for an alternatieve one: 
  Instead of below activity you may try to get Google Analytics or Facebook Insights operational on your prototype and demonstrate to me (writing a paper with screenshots of the actual data, or explaining live using a screenrecording (e.g. www.screencast-o-matic.com) you master the interpretation of measurements and can make recommendations. The format is free: convince me you can make an interpretation of analytics results. Remark: depending on the website builder used, it might not be possible to use google analytics without moving first to the paid version of the website builder. So in that case, you have to stick with the standard activitiy (or try Facebook Insights)

Introduction

This chapter discusses how we will verify that we achieve what was planned. This is done by detailing our plan for measuring and the metrics that will be used to validate an objective is achieved. We will focus on digital analytics. We will look from 2 angles to this:

• Business result

There is a business result – Verification our webshop is contributing to the profitability of the company

• Marketing result

There is a marketing effect. Even if your webshop is loss making, it can still be very useful for customer satisfaction, customer loyalty, cross channel sales, your reputation…

To prepare for this activity, make sure you have attended the google analytics academy introduction course:

https://analyticsacademy.withgoogle.com/course. You need to watch modules 2 till 4 in order to be able to comlete this part of the e-commerce plan.

Defining KPi’s & Segments

(Have a look at https://analyticsacademy.withgoogle.com/course unit 2.4, creating a measurement plan, as preparation for this activity)

Let’s define meaningful KPI’s and Segments, starting from the business objectives and tactics identified earlier on in this plan.

(Take in account that you can have both business result focuses and marketing result focused ones. For each business objective/Tactic bundle you have, define the KPI and the Segment you will be using. Your KPI will in most cases be different for different objective/tactic bundles. Your Segments might be the same or different for different Objective/Tactics bundles. What are the key performance indicators you want to have (the number you will look at day to day to see how your business is performing) to measure the success of your strategy ?)

Defining the analytics goals

(Have a look at https://analyticsacademy.withgoogle.com/course unit 4.4, setting up goals and ecommerce, as preparation for this activity)

Identifying conversions

Let’s identify the interesting micro and macro conversions. We organise them in logical conversion sets, where micro conversions lead eventually to the macro conversion of that set. This is documented in below table.  (Give your conversion set a name. List under “Conversion Description” the micro and macro conversions. Maintain a chronological order if there is one. You should only have one macro conversion as last step. An example:) 

Defining the goals matching those conversions.

(Your goal name will often match the conversion description, don’t worry about that. Some of the goals match an KPI. If that is the case, mark it with a “Y”. That will often be the one matching a macro conversion. Goals come in 4 types: Destination (e.g. thanks.html), Duration (ex: 5 minutes or more). Pages/Screen visit (eg. 3 pages). Event (eg. Played video). Document this type in the Goal Type column (only using one of those 4 values)

The column Goal Rule describes the boundary and test you want de set up.

Below you find an example: )

Now it’s your turn: identify your conversions, and the matching goals, and document them in above template structures.  Have as many tables as you have conversion sets. Once done, this can be given to the analytics team for implementation.