Create Analytics Reports For ALL Key Players

Now that you’ve rallied all of the right people together, it’s time to figure out what you will be reporting on and how you will be measuring it. I read a very interesting little blog recently that did a really great job of driving the point home that success with analytics comes from asking the right questions. Truer words have never been spoken. When meeting with your marketing, branding, and advertising personnel, be sure to get down to basics: Ask them what they think is a successful action a prospective customer can take in a campaign or on the site. Ask them what they deem as a valuable Key Performance Indicator. Their responses may not be ideal, but they will at least give you a direction to take when deciding what to measure, where to deploy tracking, and what to report on. This high-level feedback will also give you something to base those shiny visuals on when it comes time to develop graphs and performance dashboards.

One of the most important things to keep in mind during this entire process is that analytics reports can be extremely organic. Measurement models and reports can easily be altered to suit changing needs, campaigns, and marketing strategies over time. It might be a good idea to revisit this whole process quarterly or at least bi-annually to ensure that all of those data needs are still being met for ALL players. The key is to stay light on your analytical feet so you can anticipate and adapt accordingly.

What kinds of analytical challenges have you come up against in your organization? Leave us a comment and share your experience!