Continuous Improvement
A Weighty Illustration
Achieving impressive marketing ROI could sometimes be like losing weight:
- A step on the scale indicates change is needed- - replace daily potato chips with fruits.
- Another step on the scale indicates more should be changed—reduce sugar intake.
- A weigh-in a week later shows some progress, but a daily jog is added.
- The weight goal is reached, but…
- Two months later the pounds have crept back on!
What went wrong? The moral of this little illustration is that interactive marketing ROI, like maintaining a healthy physique, is an ongoing process. Like our unfortunate dieter above, many companies think buying an interactive marketing campaign and installing a web analytics program is something that can be initiated and left to succeed on its own. But a tight waistband (or low ROI) indicates a different approach is necessary.
An Ongoing Process
To achieve long-term online marketing objectives, a regular and ongoing cycle of measure > interpret > adjust > measure > interpret > adjust is essential; with the measurements coming from objective-specific metrics configured in Google Analytics (or other web analytics program), the interpreting being done by someone educated in understanding what the data indicates in real world application, and adjusted with that same understanding and using best practices.
A Culture of Continuous Improvement
E-Nor calls this cycle Continuous Improvement and it is the foundation of the success indicated by our impressive case studies and our status as a Google Analytics Authorized Consultant. We work with our clients to create a company wide data driven culture, where no marketing decision is made without solid data from web analytics to support it. The clients that adopt the cycle achieve, and most often, exceed, their ROI.
Make Continuous Improvement (and incremental profit) your marketing mantra. Contact Us today.