ANALYTICS PLANNING AND ROADMAPPING
WHY DO ANALYTICS PLANNING?
As they say, failing to plan is planning to fail. Whether you are in the Fortune Fifty or have fifty employees, you should integrate analytics into your long-term business planning and plan your analytics around long-term growth.
BIG PICTURE PLANNING
YOUR ROADMAP TO SUCCESS
Many analytics initiatives and organizational alignments around "Analytics" have proven highly successful and valuable. But too often these projects and integrations prove difficult to implement or simply disappointing in their results. The solution is to treat analytics as you would any other venture, with careful planning, documented execution, and clarity about accountability for results. Click the link below for a broad organizational approach to analytics.
CAMPAIGN MEASUREMENT PLANNING
YOU CAN'T ANALYZE WHAT YOU DON'T MEASURE
You want to know which media channels, content, and partners (or entire campaigns) are driving the most traffic volume and sales at the lowest cost. Their cost-effectiveness. KPI selection, naming conventions (placement and creative), tagging & event selection, audiences, A/B tests, and report-outs need to be worked-through ahead of time and be in line with strategic objectives and reporting needs. Campaign analytics & measurement plans cover the steps required to ensure the data are there to support specified insight and testing objectives. I'll be sharing more on this powerful but frequently overlooked marketing management responsibility.
DASHBOARDS (AND REPORTS)
WHO DOESN'T LIKE A GOOD DASHBOARD?
Dashboards are valuable for frequent tracking (operational dashboards) and for “democratizing” information and insights (management dashboards). Better dashboards are pretty involved to develop and maintain. Their value is proportional to the planning, teamwork, and effort put into them, before and after delivery. I'll share a project management plan and design approach that can work with any SaaS tool (Tableau, DOMO, GoogleDash, Dash by Plotty, etc.).