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- Describe what a measurement plan is and why it is important
- Identify the different stages of building a measurement plan
- Describe what segmentation is and why it is a useful analytical technique when looking to personalise customer experiences
- Explain the role of web analytics for a successful online business through looking at an example measurement plan case study
- Describe what a conversion is and the identify differences between a macro and micro conversion
- Explain what a conversion funnel is and how web analytics can be used at each stage of the funnel
- Understand what conversion rate optimisation is and explain why it is important to obtain quality and relevant data to measure business performance
