I am sure people in the digital marketing world feels stressful when it comes to the knowledge updates. New technology is always out there for you to keep up with. If you didn’t keep you eyes on blogs or website for a while, you feel you are out of date immediately.
I am reading Actionable Web Analytics: Using Data to Make Smart Business Decisions by Jason Burby & Shane Atchison. When I came across these 16 questions, I thought it’s a geat tool to share with people who are struggling to figure out what analytic level they are doing.
As Shame Atchison suggested, please give yourself in a score of 1 to 5 (Give yourself 1 if you’ve never considered doing such a thing, or 5 if your organization has been doing it for years), and then add the score of 16 questions together, you will find out your level of data-driven:
1. Do you have agreed upon success metrics for your web channels?
2. Can most people identify the overall success metrics the same way?
3. Have you monetised your key site behaviours?
4. Do you prioritize projects and initiatives based on potential fiancial impact?
5. Do you evaluate all projects post-launch to determine their impact on your business?
6. Do you commonly use web analytics to identify opportuinities to improve your site?
7. Do you conduct attitudinal surveys to identify opportunities to improve your site?
8. Do you use competitive data to benchmark success and identify best practices?
9. Do you analyze behavioral, attitudinal, and competitive data in conjunction with one another to drive greater insight?
10. Do you include success-metrics in statements of work and RFPs for both internal teams and outside agencies?
11. Do your creative briefs include success metrics and behavioral, attitudinal, and competitive benchmarks?
12. Do you employ an ongoing testing and optimization methodology based on insight generated from data?
13. Do you segment your site to customize experiences and determine the best page solutions for different audiences?
14. Do you measure the offline impact of the web channels?
15. Do you reward employers based on performance against specific KPIs?
16. Do you regularly take action on data to improve site performance? Total your score, and see how you’re doing?
Total your score, see how you’re doing:
0-32: you’re in the same boat as most fortunate 2000 companies today.
33-64: you’re off to a good start, and you have plenty of room to take it to the next level
65 and over: you’re one of a few companies that are leveraging the power of data. You’re probably continuing to push your efforts and have plenty of ideas of ways you’d like to do better.
Come back regularly, and test yourself to find improvement!
In the digital analytic world, “DATA is not a problem, INSIGHT is”. As a digital analyst, we should always keep it in mind.