Analytics Implementation Roadmap
0 likes231 views
This document outlines a global analytics implementation process at uShip from Q1-Q2 2016 through 2017. It involves discovery and planning, a global solution design, data collection setup, and establishing new key performance indicators (KPI) baselines. The implementation will include setting up data collection and tags across customer-facing websites, with a focus on established KPIs like visits, unique visitors, and time on site. Training programs will also be developed to educate stakeholders on implementation, reporting, and governance.
Analytics Implementation Roadmap
- 1. Global Analytics Implementation Joel Benavidez March 2016 1
- 2. Global Analytics Process Approach 2 2 Q1-Q2 2016 Discovery and Planning Q3 2016 Global Solution Design Q3-Q4 2016 Data Collection Begins 2017 What’s Next Data Collection Set-up Completes New KPI baselines established Report Building Google Training Site and campaign effectiveness analysis begins Brands and Markets are prioritizing digital activities based upon consitent measurement framework. Stakeholders interviewed to gather business requirements Customer Facing Web Properties • Brand • Landing Pages • Shopping Tools • Owner • Merchandise • Dealers/Shipping Companies Majority of current KPIs: Visits, Unique Visitors, Page Views, Time on Site: 2016 Completion • Web Properties Brand & Dealers • All applicable countries uShip Custom Conversions & Dimensions: Remaining KPIs: 2016 Completion • 25 Web Properties
- 3. Global Analytics Process Approach 3 Discovery • Analytics Interviews • Apply uShip Global Standards to each microsite/application • Site Planning Discovery & Planning Tags Created & Implemented • Implementation Training Meeting • Tags Distributed • Tags Implemented Basic Data Collection • “Out of the Box” web metric reports available Basic Metrics & Dimensions External Integrations • CRM/Email Integrations • Additional Tools such as iPerceptions External Integrations Custom Conversions & Dimensions Data Mapping • Create Tagging Strategy by Mapping Website into Google design Technical Set-Up • Data Collection Processing Rules • Data Collection Validation (QA) Step 3 Step 1 Step 2 Step 5 Training Programs • Implementation • Reporting • Governance Reporting Set-up • Foundational Web Metrics Reports • Additional Web Metric Reports Switchover to Google • New Baselines Established – compare current tool web metrics to Google • Start reporting web metrics from Google analytics tool Reporting Set-up & Training Programs Step 4
- 4. Global Analytics Process Approach 4 Sites to be Completed • http://www.uShip.com • https://www.uShip.com • (Insert other sites here) DTM Tags Created & Implemented • DTM Implementation Training Meeting • DTM Tags Distributed • DTM Tags Implemented Basic Data Collection • “Out of the Box” web metric reports available • Visits • Page Views • Unique Visitors • Time Spent / Visit • Bounce Rate • Time Spent on Page • By Device, Device Type Basic Metrics & Dimensions Step 2
- 5. Global Analytics Process Approach What comes next? 5 Pilot Site Timing – www.uShip.com Custom Conversions & Dimensions Data Mapping • Create Tagging Strategy by Mapping Website into Google design Technical Set-Up • Data Collection Processing Rules • Data Collection Validation (QA) Step 3 Custom Conversions Available for Reporting • Lead Forms (Start & Complete) • Dealer Site Link Out • Region / Market / Brand KPIs used in standard reporting • By Campaign Parameters Knowledge Transfer
- 6. Global Analytics Process Approach Training Approach 6 Training Programs • Implementation • Reporting • Governance Reporting Set-up • Foundational Web Metrics Reports • Additional Web Metric Reports Switchover to Google • New Baselines Established – compare current tool web metrics to Google • Start reporting web metrics from Google analytics tool Reporting Set-up & Training Programs Step 4 Objective Provide an effective training program that provides the market the tools, documents, processes and hands on case scenario training to be successful in maintaining and using the Google Analytics tool After this training is complete, markets will have everything needed to • Maintain the tagging & implementation of the tool on existing sites and within new analytics projects moving forward • Adhere to uShip Standards & Processes to ensure standardize KPI definitions • Build Google Analytics reports to inform site and campaign effectiveness analysis Training sessions to follow pilot site completion.
- 7. Training Introductions Who should be involved in each training session ? 7 • uShip Digital Marketing & Analytics Stakeholder(s) • IT Lead(s) Supporting Digital Marketing • Agency Account Management, Technical & Analytics Leads Governance • IT Lead(s) Supporting Digital Marketing • Agency Technical Leads & Developers Implementation • uShip Analysts Reporting To enable the in-market teams to manage Google Analytics post implementation, ensuring that the correct stakeholders attend the sessions is of great importance. Discovery & Planning Basic Metrics & Dimensions External Integrations Custom Conversions & Dimensions Reporting Set-up & Training Programs Step 4 Step 1 Step 3 Step 2 Step 5 7
- 8. Backup 8
- 9. Out of the Box Metrics & Dimensions 9 Traffic Sources Referring Domain Referrers Referrer Types Search Engines Search Keywords & Phrases Traffic Metrics Page Views Visits Unique Visitors Time spent per Visit Navigation Time Spent on Page Next Page Flow Previous Page Flow Fallout Full Paths Pathfinder Path Length Entry Pages Exit Pages Single Page Visits Exit Links File Downloads Visitor Retention Return Visits Daily Return Visits Visit Number Return Frequency Visitor Domain Languages Time Zones Technology Browser Height/Width Operating System Browser Cookies JavaScript Mobile Carrier Bots Content Most Popular Pages Most Popular Site Sections Servers Mobile Devices Device Type Manufacturer Operating System Screen Size Cookies Image Support Color Depth Audio Support Video Support Visitor Profile Visitor Domain Languages Time Zones Countries Regions U.S. States U.S. DMA U.S. Zip