What is Measurement Frameworks in Web Analytics

In this segment, you will learn how to create a measurement framework for analysing the success of your business objectives.

As discussed in the video, measurements are done in order to improve the decision-making process. Before stepping into web analytics, it is important that your business objectives are effectively translated into measurable actions.

This can be done only after understanding the following concepts:

1. Goals are the desired outcomes that you set for your business. For example, increasing active users by 20% or increasing sales by 12%.

2. The strategy is the plan/means through which the goal is to be achieved. For example, in order to increase users by x, you can plan an online campaign or an offline marketing campaign.

3. Metrics help you measure the performance of the strategy. KPIs are key metrics that will indicate whether or not you are achieving your goals. In the above example, conversions is a KPI.

4. Target is the benchmark that you are striving to achieve; here, x conversions is the target of the media plan.

In the next segment, you will follow up on this framework with an example and apply the concepts learnt in this segment.