Problem
Apple's Measurement Plan
A. Business model, website, and Goals
a) Business objectives of the company and how the website supports these business objectives.
b) Primary (Brand informational) and secondary(e-commerce) business model, goals, and main conversions
c) Prove why brand informational business model is more important for apple than e-commerce business model
B. KPIs
a) Define 10-12 KPIs to measure success on those goals on acquisition, behavior, conversion, and retention.
b) For each KPI define its metric, dimension and visualisation (type of graph) - note that there can be more than one metric for each KPI.