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.

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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.