WHAT YOU NEED TO KNOW ABOUT THE DIGITAL ANALYTICS MODEL

If you’re ready to take your digital strategy seriously, you need to know if you’re succeeding, as soon as possible.

But how do you tell?

The Digital Analytics Model is a simple structure for helping you uncover Key Performance Indicators for every objective that your Digital Ecosystem is helping you achieve.

And like all parts of your Digital Strategy, it isn’t set in stone! Review your Digital Analytics Model as often as you review your whole Digital Ecosystem, to make sure you’re always tracking what’s important to you.

WHAT YOU NEED TO KNOW ABOUT THE DIGITAL ANALYTICS MODEL

If you’re ready to take your digital strategy seriously, you need to know if you’re succeeding, as soon as possible.

But how do you tell?

The Digital Analytics Model is a simple structure for helping you uncover Key Performance Indicators for every objective that your Digital Ecosystem is helping you achieve.

And like all parts of your Digital Strategy, it isn’t set in stone! Review your Digital Analytics Model as often as you review your whole Digital Ecosystem, to make sure you’re always tracking what’s important to you.

But before you get started, read on to discover the best method to completing the final and most powerful column in this template!

HOW TO DECIDE ON YOUR SEGMENTS

Most people know what objectives, goals and KPIs are, even if you don’t use them very often, but the Segments column could be a new beast!

What Exactly Is A “Segment”?

A segment describes your visitors, by their attributes, their behaviour, or both. It’s a way of “slicing up” your KPI to get a better understanding of how or why you got the results you got.

How Do Segments Fit Into The Rest Of The Model?

In your Digital Analytics Model, you should list a handful of segments that will provide the most value in understanding your KPIs. By default, the template applies the segments to the “Digital Goal” (so you’d be analysing each KPI for that goal by all of the segments), but you can also choose segments that will apply to individual KPIs.

How To Decide On Your Segments

Of course, depending on where you get your numbers from, there are almost infinite possible segments to choose from! So how do you know which ones are best for that goal or KPI?

Try the “Hypothesis Method”.

First, think about the KPI you’ll want to analyse. What do you think you’ll observe when you report on this in 3, 6 or 12 months time? What types of visitors do you expect will perform better or worse? What kind of behaviour in you Digital Ecosystem would encourage a better result?

You don’t need to be certain – that’s why it’s just a hypothesis! By writing these types of visitors or behaviour down as a “segment”, you’ll be able to set up automated reports from the beginning that will let you test your expectations straight away.

Examples

In the example you’ll download, here are the hypotheses I used to develop some of the segments.

 

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