Blog Insight

3 Ways to Help Your Analytics Score

If your app, site, email, digital ad, etc., can’t be measured in a way that tells you to either do more of this thing or do less of that thing, then something probably needs to change.

And while it makes sense that it is important to measure the value of your activities, you can’t just open Tableau or Microsoft Power BI and expect a world of insights to be staring back at you. It takes a lot of work to get to a point of measuring key performance indicators (KPIs) that offer insights that draw from multiple data sources. Here are three keys to getting the most from your measurement.

#1: Identify the goal.

It starts with having an idea for knowing how you’ll know if you’re doing well. Soccer has a clear goal to shoot for; what is your goal? As you kick off a digital initiative, think about what you will be able to measure. Design the experience with measurement in mind. Think about what customer behaviors indicate success or failure. Once you determine which data sources contain the metric or metrics that represent those behaviors, you have your KPIs.

#2: Pick the right measurement players.

Figuring out how you’ll measure—what metrics need to be reported, what constitutes a goal conversion, how you instrument your site so that the right data is flowing—should be part of any digital initiative planning.

With your plan in place, instrumentation itself becomes a more straightforward task. Analysts and developers will appreciate knowing not only what to be tagging, but why. Then, even if adjustments need to be made to ensure that you are capturing the right data, you can collectively use your plan to come up with a correct alternative solution.

#3: See the whole field.

And most of our digital activities don’t happen in one place, with one system. First-party data (data generated by your sources) will come from your website analytics, digital advertising system, marketing automation, social platforms, and more. While there’s value in measuring each of these systems individually, the real payoff comes when the data is unified to create one set of information. (Data unification is a topic that deserves its own blog post, but there are tools and services that make that difficult process a whole lot easier.)

So you have defined your KPIs, instrumented your properties, and secured a unified dashboard view. Now you can truly begin to unearth the valuable insights. Getting these basics in place will facilitate the insights that will in turn allow you to make data-driven decisions. But it’s important to note that your analytics practice is not the World Cup or the Olympic Games. There needs to be constant care and feeding of learning, testing, and adjusting, followed by more learning, testing, and adjusting, followed by more learning, testing, and . . . you get the idea.