DESIGN AN ACTION PLAN
Once you understand the tool and features that are available to you (which you’re an expert on now, right?), it’s time to design an action plan on how you’re going to use them to meet your goals and improve your site and marketing. This can be a rather simple exercise of mapping your business objectives and KPI with the reports and tools needed to accomplish those goals.

This section will give you some example tables to work with as you do this KPI and Business Objective mapping. It is obviously not required that you use this exact method, but is highly recommended that you do go through this process and document it in your own way. Let’s look at a few examples.

Action Plan
Business Objective: Increase sales revenue by increasing order size.

KPI
Report(s)
Tools and Features needed
AOV
(Average Order Value)
Commerce calculated metric report, also available as a metric in additional Commerce reports Calculated Metrics can be used to capture Average Order Value, or Revenue /Orders. Site changes can be made to attempt to increase order size, such as up-sell options at the checkout.
In this example, our business objective is to focus on the size of our orders, trying to increase revenue by increasing order size. We can measure the outcome with a calculated metrics of Revenue / Orders. We will be hypothesizing on changes that we can make to our site or to our marketing to increase order size and then testing their effect with the calculated metric. This example doesn’t use any of the advanced features that we have learned in this class but is here to show that not all of our business objectives do require advanced features. Let’s look at a second example
Action Plan
Business Objective: Split employee traffic out from public traffic to the Web site.
KPI
Report(s)
Tools and Features needed
Conversion metrics for public vs. employees. All reports, since we will be pushing to different Report Suites. Use VISTA to segment data based on the IP address. Push the internal range to an employee report suite and everything else to the public Report Suite.
In this second example, we want to separate out our employee traffic from our public traffic. In the settings of the Site Catalyst interface, we can exclude the employee traffic, but we can not separate it into its own Report Suite. The most common way to accomplish this is to use VISTA rule to watch for an IP range and alter the s_account variable to send the employee traffic into a different Report Suite. Let’s look at a third example

Action Plan
Business Objective: Understand which department and groups of products are selling the best.
KPI
Report(s)
Tools and Features needed
Revenue, Orders, Units, Cart events and Calculated Metrics for groups of products. Product-grouping reports (dept., subdept, manufacturer, etc.) using all product-related metrics and calculated metrics on groups of products. Create Classification for the extra product reports. Use SAINT to upload the Classification data. Automate from back end to create the file and upload to Omniture via FTP.
In this next example, we are a retail Web site with thousand of products available. This makes it hard for us to know exactly what is working and want is not working, without possible missing some valuable information. We need to have groups of products to make decisions based on which “kinds” of products sell well and which ones don’t. By using Classification, we can create additional product reports that help up group them into a product hierarchy or by manufacturer, etc. We will use SAIN to automate the upload of the Classification via FTP. Then new products that are introduce can automatically be included in our reports. Let’s look at a last example

Action Plan
Business Objectives: Optimize our site for our best groups of buyers according to use type (membership level)
KPI
Report(s)
Tools and Features needed
Revenue, Orders, Units, cart events and Calculated Metrics. Commerce - Custome eVar3 report, renamed to Membership Level. s.eVar3 to hold visitor membership level (Gold, Silver or Bronze). We will need to populate this variable upon login.
In this example, we will try to optimize our site for our best buyers. First, since we want to know to know who is buying the most and what they’re buying, when a customer logs into our site, we will populate s.eVar3 with his/her membership level (Gold, Silver or Bronze). We can then see metrics for each level to see who is buying the most and if it is members at all (vs. just the public) who are buying. We can also break down the membership level by product to see what they are buying and make those products more readily available.

There are certainly many more examples we could use for each of the tools. The key is that you know which tools to use to meet your business objectives.