Making Analytics Mean More To The Business
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Making Analytics Mean More To The Business
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StrategyImplementationAnalysis
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Understand the business
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What’s your current and target revenue?Base Measurement Framework around this
Checkpoints and review meetings to map progress
Analysis and visualisation based on target revenue
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What new markets/products are you expanding to?
Build audiences / segments to test new areasVisualise and Analyse based on expansion efforts
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What are your competitors doing with the data they’re collecting?Frame the use of analytics as a way of closing the gapCRM integrationChurn
CLV
Predictive analytics
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What’s the level of data literacy across the organisation?Plan training and workshops
Data Maturity Model
Dashboards and analyses need to be pitched correctly
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What external factors have bearing on your business?Weather, seasonality, exchange rates… data that can be brought in via Dimension WideningContextual factors indicated on dashboards and reports
Analysis of what effects perceived external factors have
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Understand the department
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What do other parts of the business get on your case about?Use these expectations to generate KPIs in Measurement StrategyEnsure other departments have input into custom tracking design
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Which departments consume the data or insights that you generate?Ensure relevant stakeholders are involved with measurement strategyDashboards and analyses need to be pitched correctly
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What problems do you wish the department was being asked to solve?Can we strategise a route to answering this problem?
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Do you need to cut costs, and if so by how much?
COGS dimension widening
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Do other departments understand digital?Dashboards and analyses need to be pitched correctly
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Understand the person
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What are your personal KPIs?Use these expectations to generate KPIs in Measurement StrategyInclude KPIs in custom dashboards
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What do you need to demonstrate to your boss (or your boss’s boss?)Ensure this is reflected in custom trackingDashboards and analyses need to be pitched correctly
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What boring / repetitive tasks are do you wish you no longer had to do?BigQuery / Cloud / Automation
Google Sheets Automation
Automate boring reporting
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Do you rely on vendors like your media agency for strategic advice?Meet with such agencies to grow strategic competence
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What about the things in the stack that other people own?Plan integration (e.g. Salesforce, SA360, all integrated with GA360)Build custom tracking around core integrationsReport on fully-integrated data set
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