A Digital Analytics Measurement Plan is a vital tool for any organization. Some organizations build measurement plans that capture everything under the Marketing sun, but this model is designed to take a small bite out of individual initiatives. If used correctly, this Measurement Plan will become a critical tool in your analytics planning process. And, it will also help project owners articulate their strategies and empower them to request data that will provide the results they need.

The Digital Analytics Measurement Plan offered here answers a number of key questions such as:

· What is this initiative designed to do?
· Why is this important to your organization?
· What are your desired outcomes for this initiative?
· Are there specific questions that you are trying to answer?
· How will you measure success?
· What tools will be used for data collection and analysis?
· What new data collection requirements exist?
· How will results be reported?

I encourage you to use my template (Link 1) as a starting point and to customize it for your company's needs. There are many questions that you can ask, but I've found that in my experience, beginning with the questions above helps Project Owners to organize their thoughts and to ensure that their project aligns with corporate goals. It also helps Analysts to gain the information they need to document measures of success, to determine what additional tracking parameters (or variables) are needed, and to determine a starting point for analysis. This pre-work, which really only requires a small bit of planning is often the difference between an initiative that can provide key insights, to one that leaves everyone wondering why they spent the energy and effort.

Feel free to reach out if you have questions about this Measurement Plan to john@analyticsdemystified.com

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