Digital Analytics Tools Aren’t a Strategy

What is your digital analytics strategy and how does it help your business achieve success?

Hold that thought until the end…

You’ve got some great analytics solutions in place that measure digital marketing performance (online sentiment, digital marketing automation, site optimization, site performance, digital customer experience, etc.), right? And I’m guessing that you might also have some great documentation that details how these solutions are implemented and maybe even what they’re measuring. But it has been my experience that most organizations consider this their digital analytics strategy. A tool is a means to and end, not a strategy in and of itself.

This is putting the cart (digital analytics) before the horse (that strategy that should pull the company and your digital analytics efforts in the right direction).

Additionally, once a tool or technology is put into place (even if there was a strategy beforehand), we often see that it is used to simply measure and report on the number of times things happen and what things are happening most frequently. At a strategic level, companies aren’t looking for an digital analytics strategy that simply measures the number of times things happen. Companies need a digit alanalytics strategy that will provide answers and provide recommendations that specifically address the business goals and objectives of the company. Nothing less.

So now back to that original question. Can you truly answer that question without naming or considering the tools that your company uses? If not you need to consider developing a true strategic direction for your digital analytics. Here’s one possible answer to that question:

Our digital analytics strategy is to analyze online sentiment, social media impact, site performance, site optimization and digital marketing efforts so that we can provide clear recommendations and timely information to directly impact our strategic business goals and objectives.

From there you could further elaborate on the details such as:

  • What those specific goals/objectives are and how they are impacted by the strategic areas of digital measurement
  • What information (not data points) is needed from the specific digital marketing efforts
  • How your going to get the information and disseminate it
  • Etc…
So there’s a lot to condier here well before a tool (again, a means to an end ) is even considered.
Put your horse back in front of the cart.

 

2 thoughts on “Digital Analytics Tools Aren’t a Strategy

  1. As a consultant, whenever I do a kickoff meeting I begin by asking my client about their business. Most of the time, they quickly fall in the trap: they talk about the tactics, the problem they face with the tools, and how they envision the solution.

    I kindly remind them that I know the online world, I know the tools, and I think I’m fairly good at online strategies too… but I don’t know their business.

    It’s amazing the number of (online) managers, or even analysts, that have absolutely no clue about what their business is contributing to the world…

  2. @Stephae
    Agreed on being a consultant. It is nice being able to enter a relationship at a more strategic level. Yet it is often difficult to keep clients focused on the strategic over the tactical side of things.

    As an analyst, I can also see the frustration in that although you may know that you need to focus on the strategic, your station within the organization can often prohibit that. 

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