Web Analytics Framework Example
Inspired by Avinash’s last post on ensuring a clear line of site with web metrics, I took a stab at creating a web analytics framework for a medium sized eCommerce site. This theoretical site is using the following marketing channels: paid search (brand and non-brand keywords), comparison shopping engines, affiliates, email, display advertising and social media (Facebook and Twitter).
I tried to figure out where each of those channels would fit into the what matters most diagram from Avinash’s post (I know I’m missing some so I left an empty space below each segment for additional ideas), and then those channel’s strategies, KPI’s and KPI Targets.
Click to Enlarge
I really enjoyed this exercise and get how effective this would be for any organization to get everyone on the same page. It gives the people at the top an accurate idea of what the site is really worth and it gives the analysts a direction to start doing segmented analysis to discover problems to fix what directly affect net income.
Download the Web Analytics Framework.
Avinash Kaushik Said,
June 30, 2010 @ 2:08 pm
Super awesome Zach!
By adding that last column you have added one key element from my Web Analytics Measurement Framework, targets! It is, to me, the clearest sign of people who are serious about analytics because it takes a lot to go find the data and convince Sr. Management to create targets.
Well done.
Avinash.
ReaderX Said,
July 2, 2010 @ 8:49 am
This looks highly useful and I’ll start to play with it. May I humbly recommend you spin this topic into a post series (I’m thinking 3-6 posts) describing your approach in greater detail, so the slower folks can more easily digest the type of thinking that went into creating this tool.
Kayla Wagner Said,
July 2, 2010 @ 8:54 am
Zach, I’ll echo Avinash’s comment. Nicely done. Glad to see you’re still loving online – AND progressing. Nothin’ better than a tweet from Avinash from “the Google” and a few other places. I’ll have to add you to my list of blogs.
Lyena Solomon Said,
July 2, 2010 @ 9:02 am
Zach,
I really want to hug you right now. Thank you so much for the clear, logical, and above all – very useful chart.
I always do customized charts for each client. Your framework spreadsheet is going to be such a great foundation from now on.
Thank you!
Lyena
Deric Loh Said,
July 2, 2010 @ 9:19 am
Thanks for sharing this spreadsheet Zach !
Would also add in 2 more columns namely:
+ Increment / decrement % weekly
+ Monthly target (for monthly plan)
+ Quarterly target(for quarterly plan)
Cool stuff Zach !!
Deric
Zach Said,
July 4, 2010 @ 1:35 pm
Wow, such flattering comments! Thanks everyone!
Ryan Cain Said,
July 5, 2010 @ 6:26 am
Very nice, Zach! I have been referring to Avinash’s framework post quite frequently over the past few weeks, and now I’ll be able to refer to yours as well. It would be interesting to see your take on a non-e-commerce website, or for a business with a very long business cycle (ex., advertising agency).
Keep up the great work!
Heidi Strom Moon Said,
July 6, 2010 @ 7:40 am
Thanks for building on Avinash’s concrete and useful post by putting it into action. A very useful tool. Downloaded and Delicious’d.
Vincent Said,
July 8, 2010 @ 2:56 am
Would you mind posting a version for users that have Excel version lower than 2007 please?
Thanks
Zach Said,
July 8, 2010 @ 6:58 am
Download the Office Compatibility Pack for word and then you’ll be able to use it in previous releases of office. Heres the link: http://bit.ly/9Lq2oL
Alex Said,
July 9, 2010 @ 6:34 am
Hi Zach,
Fantastic post, a really insightful build upon Avinash’s article. I’m a big fan of tying in business objectives through KPIs, and this download visualizes that model perfectly.
Regards,
Alex
SuperWebooper Said,
November 24, 2010 @ 8:20 pm
Great article! Just to clarify, how can you segment the sources of your visit if you put them in one place?
soliwalker Said,
November 26, 2010 @ 11:58 am
Hi Zach,
Thanks for sharing. Awesome insights. Although, I can’t relate as much given that I have recently started working for a government agency with a very large heavy content site, mostly regulatory data with a very small Twitter presence. I was wondering if you had insights, framework, kpi’s or thoughts to share for non-commerce sites?
Thanks in advance,
Soliwalker
Zach Said,
December 9, 2010 @ 10:55 am
Every site has goals. Weather its generating leads, making sales, helping people get the information they need, spreading ideas, answering questions, its a matter of quantifying them. That’s a good question, I’ll see if I can’t answer more throughly in a post. Thanks
Zach Said,
December 9, 2010 @ 10:56 am
One page can have multiple sources – people coming from email, search, a referring site, etc.
Liftsuggest Recommender-Why we created it — Lift Blog Said,
April 19, 2011 @ 6:27 am
[...] did to Avinash’s & Ken Wongs’ net income framework. Zach took the framework & distilled it down to actul KPIs that an e-commerce store can use. Few of the times during the pitches to [...]
tejash Said,
July 11, 2011 @ 1:54 am
hey,
great work man.
learned a lot from this post.
thanks