Scenario:

You work for a company which sells jeans. You sell the jeans online via an e-
commerce site. You also have a Facebook page to help advertise your
collection and promote related items, such as belts.

Questions:

Create a measurement plan for this company by writing your answers to the 5
steps below.

1. Write a mission statement.

2. What is the strategy and tactics to support this mission statement?
3. What metrics would you use for your KPIs?
4. How could you segment your data?
5. What will your targets be for your KPIs?

Mission:
Designed to fit, to make you look good and feel great.

Strategy:
⁃ Display content on all digital platforms (web content, social media)
⁃ Content Marketing strategy, for digital content (web pages, and other digital media)
⁃ Social media campaigns
⁃ Referrals
⁃ Coupons, carts and discounts

KPIs:
⁃ Sales Leads (Sign ups, page views, number of clicks)
⁃ Conversion rates
⁃ Referrals/Shares
⁃ Reviews/Blog comments

Segmentation:
⁃ Gender
⁃ Age
⁃ Interests/Preferences (Style, colour, size, type)
⁃ Income.

Targets:
⁃ Customer Satisfaction
⁃ Increased sales
⁃ Web traffic generation
⁃ Increased Conversions
⁃ Social Reactions (likes, shares, comments, reviews)