Analytics tools churn out data and present fancy looking reports. Simply reviewing these reports is not sufficient. Proper analysis and understanding of the data requires context, and this is how we define and act upon data. The analysis outcome drives actions for improving site performance, internal and external marketing campaigns, and social and mobile engagement.
Align Reporting Strategy with Business Strategy
Aligning business goals with a measurement strategy is the key to sustained success. The reporting framework that we develop for your organization incorporates stakeholder reporting needs – from the executive team to the marketing team to the technical team – and ensures that each stakeholder has access to the most relevant data to decision support. We work with you to build custom and actionable dashboards based on the identified stakeholder groups.
Here is a summary of our E-Nor’s 7-Step Analytics Reporting Framework:
- Define your measurement requirements
Clearly identify what you need to measure and extract key data to measure your performance. This is the foundation for all the steps.
- Know your channels
Pageviews alone won’t cut it anymore. Different marketing channels require different measurement approaches and techniques. Understand the characteristics of your channels and how to track each.
- Trim your metrics
When it comes to reporting, apply this strategy: “less is more”. Just because you have a lot of data doesn’t mean you need it all.
- Segment for context
Absolute numbers and aggregates hide a wealth of insight and can be very misleading. Segment and allow “context” to give your data meaning.
- Put intelligence at your service
Let computers crunch the numbers and let reports detect and flag significant changes in your key performance indicators automatically. (If you are not a Google Analytics user, don’t have access to its powerful intelligence engine, custom solutions might be needed.)
- Integrate reporting
Data from your website offers just few pieces of the puzzle. Incorporate data from mobile, social, offline, competitors, etc. and look at the big picture.
Tired of manual reporting? Automate your reports. This gives you more time conduct proper analysis.
Contact E-Nor for a Digital Marketing or Google Analytics consultation!