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Example Digital Marketing & Measurement Model

The document outlines an analysis framework for Shop.com to make it easier for women with curly hair to find products that work for their hair. It breaks the overarching business objective into three categories: acquisition, behavior, and outcomes. Each category has goals, key performance indicators (KPIs), targets, and segments to help define and measure progress. The framework provides specifics on objectives, metrics, benchmarks and areas of focus to improve site traffic, user experience, sales and economic value.

Uploaded by

Chad Vanags
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© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
1K views

Example Digital Marketing & Measurement Model

The document outlines an analysis framework for Shop.com to make it easier for women with curly hair to find products that work for their hair. It breaks the overarching business objective into three categories: acquisition, behavior, and outcomes. Each category has goals, key performance indicators (KPIs), targets, and segments to help define and measure progress. The framework provides specifics on objectives, metrics, benchmarks and areas of focus to improve site traffic, user experience, sales and economic value.

Uploaded by

Chad Vanags
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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*****Shop.

com Analysis Framework


1.
2.
3.
4.
5.
6.

Overarching Business Objec;ve: To make it easy for women with curly hair to discover the best products that work for their hair.
Acquisi;on, Behavior, & Outcomes Business Objec;ves: The overarching objecKve breaks into three categories for a well-balanced analysis process.
Goals: Weve decided upon some broad goals to helps us idenKfy and further break down the objecKves.
KPIs (Key Performance Indicators): Metrics that we idenKfy to help us dene and measure progress towards our goals.
Target: A benchmark to help us determine if weve succeed or failed.
Segments: A deep-dive into very specic areas of the data to help understand who is responsible for meeKng the business objecKve(s).

Business Objec;ves

Acquisi;on: Create more


brand awareness for *****.

Behavior: To give customers


the most engaging and
ecient website experience
that fosters brand loyalty
and creates a mulKtude of
brand advocates.

Outcomes: Improve sites


overall economic value.

Goals

KPIs

Targets

Segment(s)

1. Increase new monthly


users coming via Organic.

% of Monthly Unique
Visitors via Organic Search

30% of total trac

Keywords

2. Increase new monthly


users via email.

% of Monthly Unique
Visitors via Email

1% of total trac

Email Content

3. Increase percentage of
Engaged new visitors.

Percentage of Engaged
New Visitors ( = First Visit, 5
Min., 5 Pages)

7%

Landing Pages

4.Improve visitor UX &


shopping saKsfacKon.

Checkout Abandonment
Rate

<60%

Cart
Abandonment

5. More visitors nd what


theyre looking for.

Task CompleKon Rate

70% Yes

Primary Purpose of Visit

6. Increase the number of


email subscribers.

# of email subs

2% of new users

Email subscripKon method

7. Increase cart
abandonment recovery
rate.

Recovery Rate

10%

Cart Recovery Sequence

8. Increase revenue via


referral markeKng.

Percentage of Total Sales

12%

Referral Oer

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