Measurement and control: Defining KPI’s & Segments Business objective 1:
(e.g. : "Sell products")
Tactics
Tactic 1
Tactic 2
Tactic 3
Sell bottles of wine online
Drive people to the brick and mortar shop
Become known
KPI’s
Segments
1 Revenue
Store events
2 Average order value
Printed coupons
3
Appointments
Number of sales
Number of subscribers on newsletter Number of likes on Facebook Amount of followers on Instagram
1 Marketing channel: Google search 2 Marketing channel: Social media 3
Email marketing
Defining the analytics goals Conversio n set 1:
Buy on webshop Conv. Type
Conversion Description
Micro
See product picture
Micro
Watch product video
Micro
Read information
Macro
Buy
Conversio n set 2
IsK PI
Goal type
N
Duration
N
Duration
N
Duration
Buying
Y
Destinat ion
Goal Name
IsK PI
Goal type
N
Pages
Y
Duration
Goal Name Stay long enough Stay long enough Stay long enough
Goal rule Stay 5 minutes Stay 3 minutes Stay 5 minutes Thanks. html
Visit Brick shop Conv. Type
Conversion Description
Micro
Look to products
Micro
Go to contact information
Browse products Stay long enough
Macro
Subscribe on newsletter
Action
Y
Event
Macro
Watch opening hours
Stay long enough
N
Opening hours
Goal rule Watch 3 pages Stay 2 minutes Thanks html Stay 2 minutes