1 1.

1Introduction

MEASUREMENT & CONTROL

This chapter discusses how we will verify that we achieve what was planned. This is done by detailing our plan for measuring and the metrics that will be used to validate an objective is achieved. We will focus on digital analytics. We will look from 2 angles to this: Business result There is a business result erification our webshop is contributing to the profitability of the company !arketing result There is a marketing effect. "ven if your webshop is loss making# it can still be very useful for customer satisfaction# customer loyalty# cross channel sales# your reputation$ 1.2 Defining KPis & Segments Business objective: help people in getting a p o!uct that has the feeling of lu"u # an! has a goo! $ualit# en cultivate thei love fo fashion. Business objective 1: %actics Sell p o!ucts %actic 1 Sell &nline KP)s % 2 ) % %actic 2 'ave visito s in the b ic( shop

Segments

&evenue use of store locator 'vg. (rder value articles that are printed the amount of visitors the amount of visitors e.g. !arketing *hannel: +earch , -acebook .display#social#search /email0 2 1ew / returning .measure their loyalty0 ) 2eography .does this differs0

1.* Defining the anal#tics goals +'ave a loo( at https:,,anal#ticsaca!em#.-ithgoogle.com,cou se unit .../ setting up goals an! ecomme ce/ as p epa ation fo this activit#0

1.*.1 )!entif#ing conve sions 1.*.2 Defining the goals matching those conve sions.

1onve sion set 1: 1onv . %#pe

Bu#ing a p o!uct on -ebsite 1onve sion Desc iption )s K P ) 2oal t#pe 3 3 3 9 Du ation Du ation Pages,Sc eens pe visit Destinatio n

2oal 3ame Sta# long enough Sta# long enough B o-se p o!ucts Bu#ing

5ea!ing 4ic o p o!uct specs 5ea!ing 4ic o evie-s Place p o!uct 4ic o in bas(et0 4ac o 1onve sion set 2 Bu#

2oal ule 67 8 minutes on site 67 8 minutes on site 3 4 5 pages looked at %han( #ou message

:isit b ic( shop 1onv . 1onve sion %#pe Desc iption +e.g.: 4ic o 0 p int vouche p esent +e.g.: vouche in 4ac b ic( shop o0 -hen bu#ing )s K P ) 2oal t#pe 2oal ule ne- vs 678 etu ning minutes on 3 custome s site Destinatio n %han( #ou message

2oal 3ame visit -ebsite vist b ic( shop