Requirements Driven SDR

by Feb 10, 2020

In the last post of this blog series on being success­ful with digital analyt­ics, I showed how to score your busi­ness require­ments and deter­mine how many could be answered today. If your scoring showed that you can only answer a subset of your full require­ments list, that means you need to either fix exist­ing data points or imple­ment brand new things. In this post I am going to show how you can deter­mine which data elements you should focus on first to have the largest impact on your analyt­ics program by creat­ing a require­ments driven SDR.

As mentioned in the earlier SDR post, I am not a fan of SDR’s that simply list what data points are being collected. There­fore, we are going to create a new version of the SDR using our new require­ments spread­sheet as the start­ing point. To do this, you will list all of your digital analyt­ics metrics and dimen­sions across the top of your require­ments spread­sheet like this:

I normally put these in numeric order and if you want, you can source this program­mat­i­cally from another tab where you list all of your metrics and dimen­sions. Next, similar to what you did manu­ally earlier, I want you to indi­cate which vari­ables are asso­ci­ated with each busi­ness require­ment. But this time, you should match data points and require­ments using spread­sheet formu­las. This is done by setting the cell equal to the data point name in the top row as shown here:

Once you have done this, you can create a formula (i.e. =CONCAT(M4:AB4)) that will concate­nate all of the vari­ables needed for each require­ment like this:

Unfor­tu­nately, this isn’t as pretty as the far-left column we did manu­ally, so you can use a bit of spread­sheet trick­ery to clean it up. First, use the follow­ing formula to see how many vari­ables are needed for each require­ment and add it as a column:

          =COUNTA(L4:Q4)

Then copy it to each row to see this:

Next, you can lever­age the count of items to clean up the vari­able list using this formula:

          =IF(K4=0,””,MID(SUBSTITUTE(J4,”]”,”]”&CHAR(10)),1,LEN(J4)+(K4‑1)))

This formula assumes you have added a “]” (or some­thing similar) to the end of each vari­able, this formula will insert a line break after each so your data points column can now be dynam­i­cally driven via formu­las and you will see this:

Now you can hide the ugly concate­na­tion column of your vari­ables and if you ever add any vari­ables to a row, they will auto­mat­i­cally be added to the data points column.

Last, but not least, I like to add a count formula above each vari­able so I can see how many busi­ness require­ments use each data point:

You can also add filters to all spread­sheet columns which will allow you to easily filter to see all require­ments using a specific vari­able.

So, when you are done, you now have what I call a require­ments driven SDR. You have one easy way to view all of your busi­ness require­ments AND which data points (vari­ables) will be used for each:

This new require­ments driven SDR is some­thing that you can use to manage and really drive your digital analyt­ics imple­men­ta­tion.

The only thing that is missing now are the data points that have yet to be imple­mented or exist­ing ones that need to be fixed which we will address in a subse­quent post.

Action Items

Your task for this post is to create your own require­ments driven SDR using the instruc­tions and formu­las provided above. We will build on this docu­ment later and you will see some cool ways that it can be used during and post-imple­men­ta­tion:

  • Add columns for your metrics and dimen­sions as shown above
  • Fill in the appro­pri­ate events and metrics for each require­ment
  • Add the columns required to make the Data Points column dynamic

In the next post, we will start tack­ling the new data points needed (in our previ­ous example, the Chat-related data points).

We’re here to help you through this.

I consent to having Search Discovery use the provided infor­ma­tion for direct market­ing purposes includ­ing contact by phone, email, SMS, or other elec­tronic means.