planning and
data strategy

To many people, measurement is what you do after you’ve done everything else - but starting work without a measurement plan and data strategy can leave you guessing about the effectiveness of your marketing.


Help is at hand. We’ll help you find the way with our in-depth collaborative process that leads to the creation of a bespoke measurement plan and data strategy that is right for your business.

What is effective planning for web measurement?

The process of developing a measurement plan is to translate your business objectives into data points - metrics and dimensions you can measure. It provides a framework for customised configuration of your analytics and serves as an essential reference point in your digital marketing strategy, and often for your business as a whole. In short, it's pretty important to get it right.

While a measurement plan mainly focuses on your website, there are lots of additional data points to be considered. Mapping out all the digital touchpoints along the customer journey provides the starting point for your data strategy before defining the vision – is it the single customer view your business aspires to or best in class personalisation?

Identifying and unifying data sources, analysing big data sets, effective data visualisation and automation then bring your data strategy to life - and we are here to support you every step of the way.

Some of the brands we are working with

We've helped countless businesses to unlock the real value of their marketing with measurement planning and data strategy.

Create your own measurement plan with our FREE guide

Our measurement planning process includes

Taking a three-step process in the creation of robust and manageable data measurement plans.

#1. Interviews

We use stakeholder interviews to gain a deep understanding of your business objectives and the role your website plays in meeting them - for marketing and beyond.

#2. Fact-finding workshops

We’ll run a collaborative measurement strategy workshop that uses the results of the stakeholder interviews as the starting point to define what you actually need to measure and report on.

#3. Data mapping deliverable and implementation

Mapping and gap analysis of all the digital KPIs and data points that are needed to be in place, as defined and agreed from our workshop, generate an implementation plan to track everything that matters.

Data strategy - the bigger picture

There is no one-size-fits-all data strategy, which is why we tailor it to your organisation. We'll start by consulting with you to understand your company's aspirations and capabilities, and to establish its current level of data maturity.

From there, we go where the journey takes us - mapping out the customer journey and its touchpoints, defining your audiences and their individual needs and pain points to uncover the insight to help define data vision and the milestones that will get you there.

Analytics and data services we provide include

Google Analytics audits

Our super-thorough audit process typically includes measurement planning, a health check, fixes of all issues, and configuration of new events and goals to match your business needs.

Learn more about our Google Analytics audits

Data blending and digital impact measurement

Digital marketing is built on a ‘test and learn’ methodology. Our data measurement platform collects data from multiple data sources and provides accurate reporting using as many metrics as possible.

Discover how we blend data and measure impact

Google Analytics and GTM training

Because knowing is half the battle, we provide training courses to help you learn more about the wonderful world of data analysis.

See our analytics training courses

Upgrading to Google Analytics 360

We can provide support if you need to upgrade to the enterprise version of Google Analytics, which provides greater power and integration across the Google Marketing Platform.

Learn about upgrading to GA360

Talk to us about your measurement and data strategy challenges