Approaches for creating measurement plans

Approaches for creating measurement plans

How to create a usable measurement plan for your business

Measurement plans are super important, and every business from a local gym to a worldwide conglomerate should have one. But the way in which they are created can, and should, be different. In this article, HammaJack co-founder Jacob Moran discusses the different types of measurement plans.

Standard - Buyer’s Journey

There are currently, countless examples, including one written by me, on how to create a Buyer’s Journey measurement plan.

They usually are;

  • Based on the buyer’s journey stages (Awareness, Consideration and Decision)

  • Have three separate elements (Goals, Metrics and Segments) for each of the stages

  • And come out looking something like this;

Digital+Measurement+Plan+Example.png

 

This style of measurement plan is perfectly fine for most organisations, especially if your digital presence is isolated to a lead-generation website and maybe a social media account or two.

This approach works best when;

  • When the Digital Channel’s have a lot of user’s at the top of the funnel

  • When the business is spending money on multiple parts of the funnel

But, for the above lead-generation style of business, and others, there are other ways to create measurement plans that could be just as, if not more, effective.

Business KPIs

The business KPIs approach is commonly seen in larger businesses who have defined KPIs.

In this model, the measurement plan is devised with metrics that show the website’s performance at achieving what it needs to in order for the business to achieve its goals.

The difference between this model and the buyer’s journey model is that this model is business-focused whereas the buyer’s journey is more user-focused.

This approach works best when;

  • The business has well-known and well-entrenched KPIs

  • The marketing-team control or outsource the website maintenance/development

Northstar

The Northstar approach is popular with more digitally savvy e-commerce companies. The Northstar approach is all about identifying the most important metric that shows success/growth in for your digital presence and then trickling down metrics from it.

This approach sounds fairly straight forward, but it can be surprisingly difficult, for more complex websites, to come up with one, non-caveated metric.

You don’t want it to be a caveated-metric (like only including applicants that apply through a form that get approved), because this usually leads to un-complete views of the business’s Digital Channel performance.

Believe it or not, because of this caveat rule, this rarely works well for leads-based websites because generally, the leads have to be qualified or converted before businesses ‘count them’.

This approach works best when;

  • It is a digitally focused product - like a subscription service

  • The website provides proven, usually monetised (or will be in the future), value

KPIs + Health

The KPI + Health approach involves taking business KPIs, aligning them to Digital metrics and then adding on website “health” metrics generally like Bounce Rate, Total Sessions and other standard (boilerplate) metrics.

This approach is favoured by some practitioners in agencies because it is easy to roll out to businesses regardless of the industry, allows for standardisation across multiple businesses/accounts and also allows for the practitioner to play the subject matter expert role.

This approach has some advantages over the business KPI in that it allows for a standardised, and easy to interpret, baseline of metrics to be used that can be understood by a wide variety of practitioners and stakeholders.

This approach works best when;

  • When there is high-turnover on the account or within the business

  • There is limited contact between the business stakeholders and the development/maintenance team

Most Important Point

Measurement plans are an important part of any business’s digital marketing strategy. However, the measurement plan approach needs to match how the business is set up, not the other way around. If this doesn’t happen you will find it hard to get any traction with your measurement plan.

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