No matter what we are working on – site, app, email etc – there is a fundamental element that is needed to ensure we can improve, optimise and deliver. That element is measurement.
As with most things, the more proactive and planned something is, the better the process or outcome. So measurement planning deserves the same level of investment as other elements of the project.
Where print campaigns have a level of difficulty in engagement measurement, digital has the opposite, as there can be too much data. Therefore, it’s important to ensure that from the outset, objectives are clearly defined and that the correct technical infrastructure is in place.
Google Analytics online training advises the following cyclical process for measurement:
Define the objective
There are five key considerations (or inclusions) in defining the objective of a particular project/campaign.
For a digital project, it’s important that the technical infrastructure is correct from day one. Nine times out of 10, you can’t go back and capture that data if it’s set up incorrectly from the start. The objectives should help in identifying which elements need to be tracked and therefore the technical infrastructure required. Questions to be considered include: Do you have the technology to measure everything you need to track? What tagging or requirements do you need to brief? What profiles and accounts need to be set and managed? Take into account all the platforms on which your product/campaigns operate, so you can set up proper tracking codes and account property structures for each one.
Defining your objectives and documenting the technical infrastructure will solidify the outcome –the next step is the implementation planning. If done correctly, you will have a clearly documented technical infrastructure.
This infrastructure will be seamlessly integrated into the project plan, ensuring your site/project/campaign is tracking and capturing relevant reporting metrics from day one.
Example considerations include:
Maintain and refine
To complete the cycle, Google recommends continually maintaining and refining. As you delve into the data and reporting, different observations will be made that drive different tracking requirements and investigation. It’s important to not ‘set and forget’ but rather to carry on optimising the measurement of your project for best ongoing results.
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