It can be intimidating to take up the big data challenge . Some technology-based companies have taken the lead in analysis, metrics and measurement, but many of them are still based on the weight of having more questions than answers. How much data do I need to collect? What measures are important to me? How to make the most of my investment?
If you're ready to get up and dust off your data practices, it's time to identify where you are and learn how businesses are maturing. want to be. We will look at the four typical steps companies take when scaling up website analytics.
Step 1: Analysis
Each process must begin somewhere – and this process must begin with the following important questions: your organization. What are our key performance indicators (KPIs)? What are the determining factors that influence our business? What differentiating factors between our business sectors could influence our success?
Two Factors to Consider:
1. Important questions like these should be asked of all aspects of your business. Marketing alone can not answer these questions holistically without interdepartmental collaboration. For example, marketing can be surprising with the information and information that the shipping department or the customer service team can offer for a better understanding of the company. A digital marketing team might think that the company's target groups are young consumers, while in-store associates might tell them that most buyers are their parents. Sometimes website scans do not tell the whole story.
2. No answer is wrong! You must first define these criteria, as crazy as they may appear, to establish a philosophy that can be tested to determine if it is true. Consider yourself a researcher in your organization. Do you think the time of year really affects the responses to marketing campaigns? Test these theories.
By establishing benchmarks, organizations can determine the appropriate means to collect the data needed to validate these assumptions. To do this, search for the largest whiteboard available or create as many columns as you can in an Excel spreadsheet – no matter what your imagination – and stay on hold until difficult questions about your organization are answered. .
More importantly, this data should reflect aspects of your business that you can change or influence. In other words, working within your mandate allows you to not only use the same process for each new test, but also to apply results faster and more widely.
Step 2: March
You should now be able to determine which tools are needed by your organization – and subsequently which data points will be needed – to test your theories. This may include a collection of general site metrics, such as time spent on site or bounce rates, or narrower figures, such as the geographic distribution of high-value visitors.
Here are some factors to keep in mind when you start this process:
Data collection tools are very effective at providing you with a lot of data, but often, it is much more than you need. As a result, companies are trying to collect as much data as possible, are overwhelmed by the results and are entering into a paralysis of data. For example, Google Analytics can provide data on site trends, but it does not make sense if the information is not related to a business issue. The analytic space of data is overloaded with many competing solutions, with a multitude of logos in Scott Brinker's landscape so you need to do your due diligence to find the right tools to meet your needs. The tool is only the beginning. the implementation and training will result in a greater investment of time and money than expected and requiring more team members than many companies. Give yourself enough time to collect a rich database before reviewing the results in order to avoid anomalies or outside influences on your results. like the holiday season or a summer lull
Step 3: Race
Now comes the fun part – take this data and run it with it. Create an organization plan to make adjustments and changes based on your results to affect your business. Did you find that the average size of your shopping cart increases on weekends? If so, create marketing tactics to encourage weekday users to include 2-for-1 or "Buy $ 100 and get $ 25 off" methods designed to increase total order size. Your next step will be to start a new experience to see if these tactics have worked to increase weekday sales. If so, you now know the factors that control your business and this is extremely valuable for individual and organizational success.
More importantly, the time has come to define the factors. Did you believe that your loyalty program was influencing exit sales, but it turned out that was not the case? This could mean that your loyalty program needs to be reviewed or that it can not be the focus of the marketing activities. It can be just as important to learn and confirm what does not work.
Step 4: Flying
It's time to take off. Many marketers see their website in a bubble. The truth is that a website is only one of the channels with which users interact when they engage with your brand. And not all users are assimilated – some will use it for research and will buy in-store in commercial scenarios, while some groups will use it primarily before talking to a seller in other industries. Now that you can track and map your website properly using the tools and methods you have found, it's time to expand this thinking to other touch points. Do you map users of your website to in-store conversion? Do sponsors of your local event bring users to join your mailing list? Do users who have a positive experience on your support channels generally become better brand advocates on their social media channels? What method can you use to link these sales?
It can be tedious to link all the points of a sales funnel right from the start, so find these easy gains by starting with your ecommerce or your com point channel and use these powerful data tools to learn what you need before moving on to the next channel. For in-store orders or placed orders, for example, customers may be encouraged to use their online session ID to facilitate multi-channel analysis.
Are you ready for the challenge?
The technological space for web analytics has exploded in recent years. Buzzwords such as "Customer Journey Analysis" and "Machine Analysis" create intimidating spaces in which marketing teams launch with caution flags. As a member of this space myself, companies that have a purpose and a goal before considering tactics or tools succeed far more often than those who are simply looking for a quick fix to meet the checkpoint.
You will not become an expert in a day. You can idolize companies like Amazon and Google that seem to know you before you know yourself. Although they may have been models of data collection and analysis, it took them years to achieve this – their own process of exploration, walking, execution, and theft, which included many steps that you are about to take. Take advantage of the process, take your time and you will get the desired level of success, one answer at a time. Keep flying, so that platforms and processes provide a complete view of the business success you need to compete online and offline.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
Jeff Cheal is Director of Product Strategy for Customization, Campaigning, and Analysis at Episerver . He has extensive experience in advertising sales, software and marketing strategy. He is based in New York and serves the North American market as an ambassador for the Episerver product suite, while remaining connected to both the network of partners and the customer base.