A Web Analytics Intervention: How to Get Corporate Buy-In
How to get your CMO to hear out -- and support -- your plan for adopting Web analytics. Part four of a series.
How to get your CMO to hear out -- and support -- your plan for adopting Web analytics. Part four of a series.
With a seven-step plan in hand to adopt Web analytics, a marketing executive asks how to get corporate buy-in. Here are my suggestions (with names and company info changed to protect the innocent.
why
speak her language.
A 5 percent increase will yield a new conversion rate of 2.50 percent. That will add 140 additional monthly leads and result in an additional $29,820 per month, or $357,840 annually. The numbers only go up from there. Although this model assumes the lead quality remains the same, it’s easy to see how improving just one KPI by a small amount can lead to large improvements in the bottom line. If you model this for a number of your KPIs, you can make your case fairly quickly.
Anonymous, in your last letter you asked, “If the new design outperforms the old, we’ll go through the process to republish. If it fails, I figure this is a great way to demonstrate the need for a testing environment. What do you think?”
Excellent point. You definitely need a testing software program (Omniture has a fantastic product called Test&Target). Building this culture of analysis and testing is critical. You mentioned some smaller programs you’ve begun to track. Keep doing this and discuss your efforts with your CMO. It only makes a stronger case for your argument. Once you start collecting more of these small wins under your belt, there’s a sudden insatiable appetite for testing across the whole organization.
Let me know how the meeting goes. If your CMO is worth her salt, she’ll realize how valuable this info really is.
Also, I’ve got a great recipe for chocolate-chip oatmeal cookies, if you’re in a pinch.
Remember all of this when you’re CMO someday.
Shane
Are you doing something similar? Have questions or need clarification? Shoot me an e-mail, and I may include your story in an upcoming column.