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Nestle baby and me WBS - Coggle Diagram
Nestle baby and me WBS
Fix the basiscs
Follow recommendations of the current GA Audit
What other variables might it be useful to assign in Google analytics
Verify with bussiness
Enable export to BQ
Ensure we have a GCP and BQ to introduce and process the data in stage 3
Conversion tracking for the stages 1 & 2
Segmentacion de vistas
Similar audiences with CMI
Create segments that represent each stage (URLs), goals, forms, custom dimensions
Verify with business Is it representative?
Have they got a significant relative amount of users?
Apply CMI to determine next best similar Audiences
Make creative formats by each of the 4 stages and relate with the top 3 - 5 similar audiences by stage
The objective of the campaign is to bring more sign ins to the baby & me page and collect the date of birth of the baby and other variables that might be useful in the future
Create the date of birth custom dimension in bby & me
Test
Verify it always works
Have we got GTM?
Create Query and logic to associate user with date of birth of baby and refresh the client id keeping track of the user id
Verify it gets updated accordingly
Re import to GA to populate segments
Create and validate schema compatible with GA
Enable user ID with hash of the email
Verify it always works
Create View
Review final metrics
How well did the CMI bring new conversions?
Launch
Baby stages tracking DCO
Create new formats and DCO for the audiences created a priori
Feed
Studio configuration
CM Configuration
DV 360 LIs
Reporting dimensions
Define monitoring for the campaign
Refresh KPIs
Launch
PM
Review the metrics defined at the beginning
Pre requisites to be met
Revenue expectation for resulting 2 campaigns
Will we get help from a BP?
What are the capabilities of the BP if exists?
When should we be launching stage 1 and 2?
Is the partner going to receive the transfer of ownership? or the customer?
When should the stages be finished?
What would be a good measure of success?
Number of sign ins?
CTR of each stage?
Courses taken inside the platform?