Analytics Implementation Plan

Company Name

Your Name

BIAM540 Internet Analytics Strategies

Professor’s Name

1 Contents

2 1. Introduction

One paragraph introducing this report.

 What is the purpose of the report?

 What are main sections of the report?

2. Organization Overview One paragraph about the organization.

 What is the name of the organization?

 How old is the organization?

 How big is the organization?

 What does the organization do?

3. Organizational Objectives One to two paragraphs

 What is the mission statement of the organization?

 What are the major objectives of the organization? Don’t limit this to just marketing. Please use

a bulleted list.

4. Website Overview One to two paragraphs

3  What is the URL of the website? What are the major sections of the website? This could be

defined in terms of content and processes (e.g. information about products, purchase products,

search capability, information about the company, policies, etc.). Please use a bulleted list.

 What does the website look like? Include a screen capture of the home page with a brief

description of the content.

5. Measurement Plan

NOTE: Before doing this part, read the post titled Digital Marketing and Measurement Plan in the Occam’s Razor blog by Avinash Kaushik at

http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/.

Also read the lecture notes on this topic.

This section will be at least two pages. Requirements are given below. There is also a brief sample

plan in the gray box following the requirements.

 Introduction: What is a measurement plan? What is its purpose? What does a

measurement plan consist of? How many business/marketing objectives did you identify?

What are they?

 Details of Measurement Plan: For each website/marketing objective please providing the

following information using the format specified below.

Objective: Name of objective. Brief description of objective. (NOTE: for each goal,

please provide the information below.)

o Goal: Name of goal. Brief of description of goal.

. KPIs and targets for each KPI

4 . Segmentation: Explain how you plan to segment the data for

this goal.

An example of a simple measurement plan is provided in the gray box below. The sample is meant

to give you an idea of what the plan should look like. NOTE: MAKE SURE YOU WRITE YOUR PLAN IN

YOUR OWN WORDS WITH YOUR OWN OBJECTIVES, GOALS, KPIs, TARGETS, AND SEGMENTATION.

This is going to require some deep thinking.

Example of a Measurement Plan

5 6. Measuring Use Social Media and Other Web-based Platforms

Two to three paragraphs.

 What types of social media does this organization use? If it doesn’t, what do you suggest?

 Does it use other web-based platforms, such as blogs and YouTube?

 How should it measure visitor activity for this media? Mention strategies and potential tools

that could be used.

7. Using Qualitative Data in the Measurement Plan

 How could qualitative data be used as a part of the measurement plan? Why should it be used?

Be specific about where it should be used (e.g., it should be used to understand why users are

bouncing from the home page).

 What are some techniques (surveys, etc.) and tools you would use? Be choosy. We don’t want

to see all of the tools/techniques you could use.

8. Using Competitive Intelligence Analysis in the Measurement Plan

 How could competitive intelligence analysis be used as a part of the measurement plan? Why

should it be used? Be specific about which competitor(s) we get competitive intelligence about.

6  What are some techniques and tools you would use? Be choosy. We don’t want to see all of the

tools/techniques you could use.

9. Strategies for overcoming implementation strategies

Two paragraphs.

 Identify two implementation hurdles you see in implementing this measurement plan in the

organization you have selected.

 How would you overcome each?

10. Summary

One paragraph.

 Summarize the main points of the measurement plan.