Five ways to use fact-based decision making to improve your business.
I recently read a research report from Babson Executive Education entitled "Competing on Analytics." While this isn't a new report and it doesn't focus specifically on Web analytics, I found a number of the points in it very interesting. They position analytics as a competitive strength across all industries.
Some of the points translate directly to Web analytics. In fact, many elements such as the need for executive support and the importance of data accuracy have been touched on in a number of these columns.
The research revolves around "fact-based decision making," using data to make smarter, more informed decisions. It touches on all business organizations, from financial services to professional sports teams. No matter the industry, it's clear that smarter decisions can be made when people are more educated through correct, accurate data.
I've often written about data driven organizations. My new book, Actionable Web Analytics: Using Data to Make Smarter Business Decisions has a few chapters dedicated to this topic. It is a common struggling point - how do you shift the way your organization makes decisions? Where do you start? Who needs to be involved? How do you do it? And what does it mean?
They identify several key attributes of companies successful in using and leveraging analytics to become more competitive in their industries. I found them interesting and on point, and wanted to add a few details to make them more specific to Web analytics specifically.
Attributes they identify include:
Take a look at the full report if you're interested, but also consider what it will take to shift your company's thinking and become a data driven organization where you can truly take advantage of the data.
Meet Jason at the ClickZ Specifics: Analytics seminar on May 2 at the Hilton New York in New York City.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
As President of the Americas at POSSIBLE, Jason is responsible for leading the long-term stability and growth of the region. With more than 20 years experience in digital strategy, he is a long-time advocate of using data to inform digital strategies to help clients attract, convert, and retain customers. Jason supports POSSIBLE's clients and employees in driving new engagements and delivering great work that works. He is the co-author of Actionable Web Analytics: Using Data to Make Smart Business Decisions.
Follow him on Twitter @JasonBurby.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT