Measurement Strategy

KPI Definition

Empirical Path leads Key Performance Indicator (KPI) exploration and definition projects to specify the exact metrics, dimensions, ratios, baselines and segments to be used to report on the client’s website performance. Specifically, we:

Propose a definition for each Key Performance Indicator — the precise baselines and metrics, dimensions, ratios and segments — based on these findings
Propose a prioritization of these KPIs based on a client-specific weighting of the following factors: relevance to organizational goals, technical feasibility and action-ability
Finalize with client stakeholders a list of four to six KPIs, the range we recommend to balance breadth and focus and secondary “PIs” as well

Measurement Plan

Empirical Path collaborates with client stakeholders to define what to track and report on the website and how to do it. We will:

Lay out a web analytics account structure to enable roll-up and drill-down reporting
Plan tag management account structures to control publishing rights and simplify data layer(s)
Specify how to track & name key user actions — including conversions and micro-conversions — and segments to track and report, including back-end data to import
Propose tag management and other tactics for capturing data, such as hard-coding, scraping data layer and pushing to data layer
Recommend analytics tool features for visualizing KPI’s and distributing to stakeholders

Next Steps

Once KPIs are defined and measurement plan is approved, Empirical Path often delivers the following tasks:

Web and app analytics audit
Tag management audit
Web and app analytics implementation
Tag management implementation
Dashboard discovery
Dashboard creation
Training

KPI Definition

Measurement Plan

Next Steps

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