Web Analytics Framework Example

June 30th, 2010

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.

Entry Filed under: Internet Marketing,Marketing

1 Comment Add your own

  • 1. Improving web analytics t&hellip  |  September 11th, 2014 at 6:03 am

    […] Olsen followed up Avinash’s post with an e-commerce example putting the idea into practice. Zach’s piece makes an excellent case study to model your own efforts […]

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Hi, my name is Zach Olsen, internet marketing professional, web entrepreneur & proud dad. Read more...

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