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學習筆記
建立評估計畫, 必須包括四大部分: 定義計畫, 建立計畫, 執行計畫, 維護與重新定義計畫, 詳細說明如下:
1. 定義計畫
(1) 寫下公司組織目標
(2) 要達成公司目標, 需要的策略和戰術
(3) 選擇KPI
(4) 決定採用哪些區隔資料
(5) 選擇要達成KPI的對象
2. 建立評估計畫:選擇你要的分析工具, 例如:Google Analytics, 以及需要哪些來源的資料
3. 執行計畫: 請網站開發或行動裝置開發人員安裝追蹤程式碼, 除此之外, 若數位裝置採用以下技術, 則須擬定額外的計畫:
- Query string parameters
- Server redirects
- Flash and AJAX events
- Multiple domains and subdomains
- Responsive web design
4. 維護與重新定義計畫: 一旦公司或組織目標有所更動, 網站評估計畫就需要重新定義, 上述步驟再循環.
4. 維護與重新定義計畫: 一旦公司或組織目標有所更動, 網站評估計畫就需要重新定義, 上述步驟再循環.
課程習題(官網2.4單元)
1.Which of the following should be the first step you complete during the analytics planning process?
A.Implement Google Analytics
B.Create your implementation plan
C.Define your overall measurement plan and business objectives
D.Maintain and refine your plans
E.Document your technical infrastructure
解答:C; 公司與組織目標是擬定數位評估計畫之前必須先被確認的
(題組) Read through the example business objective below to answer questions 2 through 5.
You run a business that offers online real estate listings and have defined the following as your overall business objective:
"Help residential home buyers easily discover, finance and purchase the home of their dreams."
2 Which of the following would be the best strategies to define in your measurement plan to support the business objective above?
Choose three.
Choose three.
A. Enable users to contact local realtors for their favorite properties through an online form.
B. Send users daily emails with the highest priced properties in their neighborhood.
C.Connect users to mortgage estimation tools and financing options through an online portal.
D.Provide users with search tools to narrow the listing options to match their specific criteria.
C.Connect users to mortgage estimation tools and financing options through an online portal.
D.Provide users with search tools to narrow the listing options to match their specific criteria.
解答: A,C,D ; 本題提到, 建立一個線上房地產網站, 協助居民能容易的找尋和購買夢想中房子, 並協助提供購屋的財務建議; 因此選A,C, D
3 Which of the following would be the best KPIs to define in your measurement plan to support the strategies above?
Choose three.
Choose three.
A.Number of monthly site users
B.Percentage of users who complete a realtor contact form
C.Percentage of users who use the search tools on your site
D.Average time on page for the homepage
E.Average time on page for the "Contact" form
F.Percentage of users who engage with the mortgage estimation tool
C.Percentage of users who use the search tools on your site
D.Average time on page for the homepage
E.Average time on page for the "Contact" form
F.Percentage of users who engage with the mortgage estimation tool
解答: B,C,F; 承第二題, 網站指標必須建立能達成第二題中所提到的目標, 因此要觀察居民使用網站相關功能的比例.
3. Which of the following segments would be useful to define in your measurement plan to support the business objective above?
Check all that apply.
Check all that apply.
A.First-time home buyers vs. experienced buyers
B.First-time site users vs. returning site users
C.Users who tried the mortgage estimation tool vs. those who didn't
D.Users who used search specification tools vs. users who completed a general listing search
C.Users who tried the mortgage estimation tool vs. those who didn't
D.Users who used search specification tools vs. users who completed a general listing search
解答:A,B,C,D
4.Which of the following could you use to set targets for your measurement plan?
Check all that apply.
Check all that apply.
A.Your historical site performance
B.Third-party industry benchmark data
C.Internal expectations from your business leadership
D.A random guess
C.Internal expectations from your business leadership
D.A random guess
解答: A,B,C
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