Visualize the data, segment the data, and choose the right metrics to uncover amazing insights for your clients.
A few days ago I came across an article written by Thomas Baekdal, "Measuring Results: Don't be Fooled By Math," that really got me thinking. And not just the usual "Hmm, this is interesting" type of thinking, but the "I'm five levels deep in the Matrix and I just bent a spoon with my mind" type of thinking. My mind was flooded with flashbacks of reports that still haunt my dreams; metrics so meaningless that I'm still not sure why the requests were made.
This caused me to analyze and ask questions about most of the activities I do on a daily basis as an analyst. After thinking about the differences between B2B, B2C, and e-commerce clients, I decided on the below three steps that will help uncover amazing insights for clients, regardless of the industry or who they are selling to.
So those are my main steps to uncovering insights that may be missed by just looking at the default metrics presented in your analytics tool. The process will take you a bit longer, but the reward is definitely worth the effort. The outcome should be sounder and better informed insights, produced by deeper data analysis, which will help increase sales, form submissions, or whatever your organization's KPI is.
Image on home page via Shutterstock.
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
Robert Miller is a Senior Analyst at Search Discovery. He is actively involved in industry organizations, such as the Analysis Exchange and the Digital Analytics Association.
With the Analysis Exchange, he helps non-profits capitalize on their website data, and educates aspiring digital analysts about the foundation of digital analytics, from the implementation of a digital analytics tool to performing analysis and making data-driven recommendations for organizations.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.