Measurement planning & 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.

Effective planning for web measurement

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

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.

Who we've helped

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

Our measurement planning process includes:

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.
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.
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 business. 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.

Our analytics and reporting services

Analytics audit

Our analytics audit uncovers and fixes any issues to ensure your setup is right and everything is running smoothly.

Health check and audit

Insight & reporting

We do all the hard work for you - investigating and analysing data, often from more than one source.

Reporting service

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.

Why upgrade to 360?

Google Analytics and Google Tag Manager training

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

See training courses

Proprietary measurement tools

Our ‘test and learn’ methodology means our suite of proprietary tools needs to be able to measure activity accurately using as many metrics as possible.

Digital Edge and Digital Impact