Driving Intelligence Through Advanced Analytics

Category List


Tag List

Measurement Strategy (3)
Analytics Reporting (9)
Netflix (1)
Redirect (1)
YouTube Analytics (1)
Facebook (11)
Filtering (1)
Web Design (5)
River Island (1)
Type-In (1)
Bank Fashion (1)
Webtrends Explore (1)
Hashtag (2)
Black Friday (1)
Channel 4 (1)
Change History (1)
Engage 2013 (4)
Customer Journey (2)
Gangnam Style (1)
Innovators (1)
Social Media Analytics (1)
Branding (1)
Confident CAPTCHA (1)
Webtrends SharePoint Partners (1)
Competitive Advantage (1)
Heatmaps (1)
KSI (1)
Custom Tagging (1)
Social Media (20)
Eu Directive (4)
Early Adopters (1)
Tumblr (1)
New Look (1)
uberVU (1)
Apps (2)
Brand Reach (1)
US Elections (1)
minteye (1)
KPI (3)
Administration (1)
Post Promotion (1)
Twitter (10)
Google Analytics Opt Out (1)
Webtrends (13)
Topshop (1)
Webtrends Lifetime Streams (1)
Short video (1)
Google Custom Templates (1)
Cookie Law (4)
Video Analytics (3)
Measurement Plan (2)
UX Design (1)
Urban Outfitters (1)
Majority (1)
Web Analytics (12)
TNA Wrestling (1)
KitKat (1)
Instagram (4)
Privacy Policy (2)
Google Analytics (10)
China (1)
Android (1)
Technology (4)
Google Web Analytics (1)
CAPTCHA (1)
Website (2)
Adoption Lifecycle (3)
SEO (2)
Standardisation (1)
Google (2)
Personalisation (1)
Google Share Reports (1)
Quick-wins (1)
Digital Campaigns (4)
Company Culture (1)
WWE (1)
Gamification (2)
Marketing (3)
Avon (1)
Google Analytics Premium (2)
Responsive Design (1)
Contextualisation (1)
Nestle (1)
Wrestlemania (1)
ICO (1)
Dashboards (1)
LinkedIn (1)
Eu Cookie Law (1)
Campaign Measurement (7)
YouTube Paid Channels (1)
Mobile Browsers (1)
Sharepoint Partners (1)
YouTube (4)
SharePoint Partnership (1)
Vine (3)
Pinterest (3)
Digital Marketing (3)
Old Spice (1)
Sina Weibo (1)
RSS (1)
Snapchat (1)
Multi-channel funnels (1)
Hulu Plus (1)
Hootsuite (2)
Advertising (1)
Videogames (1)
Mobile Analytics (1)
Ecommerce (1)
Performance Dashboard (1)
ASOS (1)
Microsoft SharePoint Partners (1)
Apple (1)
Foursquare (1)
Site Customisation (1)
Landing Page (1)
Analytics (3)
4G (1)
Digital Spin (1)
Social Media Management (1)
PlayThru (1)

Tag Cloud

Google Share ReportsWeb AnalyticsUrban OutfittersDigital SpinTNA WrestlingMeasurement StrategyBank FashionInstagramTechnologyVideogames4GWebsiteAndroidSocial Media ManagementYouTube AnalyticsChange HistoryFacebookPinterestPersonalisationGangnam StyleMeasurement PlanVineGamificationInnovatorsMicrosoft SharePoint PartnersStandardisationMarketingSharepoint PartnersYouTube Paid ChannelsUX DesignHootsuiteDigital CampaignsGoogle AnalyticsGoogleYouTubeAdministrationType-InRedirectTwitterPlayThruPrivacy PolicyOld SpiceDashboardsEu Cookie LawGoogle Analytics PremiumChannel 4Hulu PlusTopshopChinaLanding PageSnapchatHeatmapsEarly AdoptersFoursquarePost PromotionConfident CAPTCHAEcommerceContextualisationBrand ReachShort videoCustom TaggingMobile BrowsersGoogle Analytics Opt OutTumblrKSICustomer JourneySite CustomisationHashtagLinkedInWWECookie LawMulti-channel funnelsBlack FridayASOSICODigital MarketingWeb DesignKitKatAvonGoogle Web AnalyticsUS ElectionsEngage 2013AppleVideo AnalyticsNew LookBrandingWrestlemaniauberVUQuick-winsEu DirectiveCompany CulturePerformance DashboardSEOWebtrends Lifetime StreamsFilteringAdvertisingCampaign Measurement NetflixAnalyticsResponsive DesignSharePoint PartnershipRiver IslandAdoption LifecycleSocial Media AnalyticsSocial MediaCompetitive AdvantageWebtrends SharePoint PartnersWebtrends ExploreAnalytics ReportingCAPTCHAKPINestleMobile AnalyticsminteyeRSSGoogle Custom TemplatesWebtrendsAppsSina WeiboMajority


Archive

2012

2013

2014

2015

2016

2017

How to create a culture of analytics

November 27, 2013 at 1:30 PM

user_avatar

by Mikul Patel

Digital Marketing Consultant at Matraxis

Following on from my previous blog article on how companies should approach their measurement strategies and setting KPI’s, another useful breakout session that I attended during this year’s Webtrends Engage conference, covered the dilemma of creating a culture of analytics within businesses.

 

The business world is evolving and companies that are not focussing their attention online are at risk of losing out to competition. In this article I will summarise some of the useful tips discussed during the breakout session and how users can to promote a change in attitude towards analytics strategies.



Start small and the grow your analytics strategy

Whether you are a small company or a large corporate, creating a culture of analytics takes time to develop. For those starting out, communicating quick-wins for groups of users who have a strict budget can help to demonstrate the power of useful analytics – reacting immediately to results to benefit the business.

 

Analytics products such as Google Analytics are constantly changing over time with new features. Businesses need to keep on top of these by creating analytic champions through training sessions. From there, it is possible to slowly build teams of internal experts.

 

web analytics framework competitive advantage

 

One interesting slide that came up during the session was Stratigent’s Framework to Gaining a Competitive Advantage in Web Analytics. You can just about make out the items (I was a bit slow with taking an image!), but it essentially outlines the expected stages for an long-term analytics strategy:

 

  • Basic reporting – setting out the standard components for measurement

  • Advanced reporting – added to your analytics tools with advanced configurations

  • Advanced analysis – exploring multi-channel analysis and bringing together multiple analytics sources

  • Sustained competitive advantage – developing automated processes with real-time analysis and action 

 

 

Sticking to your analytics plan

Companies without any structure often fall into the trap of abandoning initiatives if there is no immediate return. Equally, this mentality should not be applied to an analytics strategy. Create visuals, through graphs and flow charts, can easily demonstrate the planned steps to measuring success – important for higher management to keep track of activities.

 

The key to using analytics products is to focus and make sure they are answering your business questions. However, an analyst should always remember that analytics can only provide half the answer to a question – creating valid theories can help to make better sense of results. No analytics plan is perfect, so you should expect to get things wrong the first time round – learn from your mistakes.

 

 

Analytics measurement plan

Albeit simplified, these 4 steps are key points that should be included in any analytics measurement plan:

 

  • Corporate Goals – what are the long term aims for the company to be successful?

  • Business Objectives – what actions are needed to meet those goals?

  • Measure of Success – are you under or over performing against your KPI’s?

  • Operational Tactic – how is the business going to react to success results? (good and bad)

 

So to summerise, by creating a culture of analytics, you can better achieve your business goals and a competitive advantage by being able to react faster to market changes. KPI's help monitor the performance of business activities but most fail to correctly define their KPI's. What useful tips can you use today as part of your measurement strategy?

 

 

Matraxis is the leading independent UK company specialising in digital marketing analytics and associated consultancy services. Matraxis have a broad range of expertise in delivering web analytics as the foundation for acquiring visitors, maximising the number of conversions and securing visitor retention. Get in contact with us today to discuss how you can build a culture of analytics within your organisation.



Tags: Analytics Engage 2013 Measurement Strategy KPI Company Culture Quick-wins Competitive Advantage Measurement Plan
Category: Web Analytics

blog comments powered by Disqus