As is common with most digital analysts I know, I love solving problems. And while these problems come in many shapes and sizes, there is one problem that is far and above the worst. Inaction. Reports are created, analysis is performed, insights are gleaned, recommendations are made, and yet, nothing happens. Inaction has to be the single most frustrating aspect of a digital analyst's job, and probably every job, for that matter.
Over the years, I created a framework I try to follow for increasing the resulting action(s) I want to see from my analysis. They may not work 100 percent of the time, there will always be challenges to overcome, but after some fine-tuning and ongoing evolution, here are the three aspects that I try to make sure every deliverable possesses, to ensure the greatest chance for success:
By incorporating the above items into your analysis projects, hopefully you will see increased levels of action taken from your efforts. Just remember to continually ask yourself:
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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.
March 19, 2014