A critical, and often forgotten, step for any marketing or content program is the development of an inclusive measurement framework. Every program is different, every website is different, and every brand is different. Each is worthy of a customized measurement framework and best reflects the strategy and tactics of the programs being employed. A proper framework will lead to data and reports that will provide timely actionable insights, allowing the marketing and content teams to take advantage of opportunities and address problems that will improve performance and allow clients to meet/exceed their objectives.
Using a Multi-tiered Approach to Measurement Framework Documents
We begin with a broad approach, looking at the high-level success measures after meeting with a client. What are the expectations for the program to achieve? This would frequently be in the form of traffic, engagement, leads, revenue. This would be the end-all-be-all objective of the program that would be discussed in the first bullet of any executive summary within reports.
Once the high-level expectations have been determined, we can create drill-downs that would include leading indicators or micro-conversions that feed into overall program success. This is identifying higher-level funnel engagements that are critical to accomplishing our goals but are not end goals themselves.
Mapping Out KPQ and KPI Tables
KPQs (key performance questions) are the questions that we want our data and reports to be able to answer. All good analytics begin within a question.
When the right questions are outlined upfront, identifying the most relevant KPIs (key performance indicators) is easy. The KPIs are the specific metrics that will be configured for tracking and reporting that support the overall goal objectives.
- Example KPQs: Are mobile users engaging with our content?
- Example KPIs: Mobile sessions, time on page, pages/session, bounce rate, conversion rate
Once all KPQs and KPIs are mapped, the end result is a framework document that will be used to inform strategy and reporting. Do not get overloaded by chart after chart. Focus on the critical data and “why” behind it.