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.
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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.
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