Digital strategy workbook

Control

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  Budgets - media, digital platform investments and resources
  
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  Timescales including a longer-term roadmap if necessary
  
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  Organize your measuring in dashboards so that it’s easy to summarise and keep up to date against the plan.
  
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  Consider KPI’s (key performance indicators) that relate to tactics, strategies and so objectives, sometimes a KPI is an objective, for example a KPI could be weekly total natural search traffic, home page bounce or email open rate. These can be good early warnings to objectives like ‘online sales revenue’ or ‘new leads’ not being met. Plain old Excel will suffice and will allow you to keep the latest results to hand.
  

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  Consider how you will measure and report using web analytics
  
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  Are there other measurement tools and resources needed
  
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  What is the process to measure and report, for example looking at keyword level traffic daily is not actionable, but home page bounce can be if site changes are made
  
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  Think about creating a KPI summary dashboard