For the realisation of a successful Marketing Analysis Plan, it is necessary to establish a precise and documented workflow through which all the needs and strategies that it is considered appropriate to follow are precisely defined. Bytek Marketing’s approach is vertically addressed to the collection and visualisation of data useful for the implementation of operational applications.
In this article we will follow step by step the construction of a complete Analysis Plan according to the Bytek Marketing standard, focusing in particular on the Measurement Plan part, the first step of the work.
The understanding of the business reality and the essence of the company on which we are going to work is the foundation of the whole analysis plan.
To manage this first phase it is good to develop a Semi-structured Interview track. This outline consists of a set of cognitive objectives to be achieved (with 4/5 general examples of questions to be taken as a starting point) to which the characteristic needs of the individual company can then be integrated.
Below is an example of Track
The cognitive objectives on which the interview focuses the most are 3.
To develop a centred view of the business goals of the company you are working with, you need to do this part of the interview with a manager or stakeholder in the company. It is necessary to perceive the vision of the company’s objectives at a management level.
The objective of this part of the survey is to understand the variety of current customers and define a pre-segmentation of them. In this case it will be useful to ask questions both at management level and to a representative of the Customer Care department.
An Analysis Plan should be geared towards operations. Therefore it is considered fundamental to integrate, use and optimise data flows within a company.
In order to have reliable and accurate information this part of the interview must be carried out by a technical member of the team to a representative of the operational part of the company.
The next step in the process is to process the information collected. Also in this case the main outputs to be compiled are 3.
The analysis and synthesis of the company’s objectives leads to the definition of ways of achieving them and the actions to be taken to implement them.
With this information, the graphic development of the Measurement Plan begins.
Customer information is summarised according to the Buyer Persona scheme. From the analysis of the pre-segmentations developed in the survey, 5/6 prototypes of Client must be developed on which to build segmentation and segmentation metrics. Below is an example of representation.
For this processing it would be appropriate to build an internal standard for data flows with the aim of effectively transmitting the structure of the Data Flow as a whole.
One of the most careful steps in the construction of the Measurement Plan is the work on KPIs, in order to identify significant metrics and above all high operational value.
The KPIs should be conceived on the false line of the SMART Goals principle of the Lean approach. The data chosen for the evaluation of the project performance should be Specific and Measurable. The actions needed to improve performance must be technically implementable, integrable and follow a scalability principle.
Another set of performance indicators is for segmentations. Working on these indicators makes it possible to re-discuss and optimise the buyer person, and to recognise new market segments to be exploited as soon as they arise.
The processing of the information flow must instead lead to the identification of its criticality, and integration with new data sources (campaigns, tracking or external data sets). The result of the analysis must lead to a more efficient and effective Data Flow.
Once KPIs, SPIs and Data Flow have been identified, the practical design of the actions necessary to collect the required data is carried out. In this phase of the work, Data Analyst and technical department should be used in parallel to evaluate the best integration options and their feasibility. Once the structure of the measurement system has been developed, we move on to implementation.
The implementation phase of the measurement system is carried out by coordinating the data analysis, development and Ads department to obtain a correct and stable setting of goals, tracking and reports.
In a first phase it is necessary to define the order of implementation according to priority and development logics. Then, following the standard processes and tools of the company, tasks and deadlines are scheduled.
The implementation part is the most subject to change from customer to customer. For this reason it would be good practice to define an implementation and naming standard for example for Views in Google Analytics or for Tags in Google Tag Manager.
Having consistent and immediately understandable names streamlines the work and allows a more streamlined flow of information between those working on the same project. In addition to this advantage, there is a marked decrease in the incidence of errors, duplication or data loss.
An example immediately understandable in this sense is the setting of the standard views (Master View, Raw View and Test View) in each Google Analytics property that is managed.
Once the tracking and data collection has been set permanently, the work does not end. It is very important to understand that each analysis system must be refined over time through an iterative process of data validation and implementation improvement.
To do this it is advisable to always experiment new systems and work intelligently on reporting: displaying the data in different forms and according to different aggregations allows to see the information from unexplored points of view, generating huge steps forward in the analysis plan.