Just like you, we’re looking forward to the beginning of another year. As a tribute to one of the most enduring traditions around this time, we asked online optimization experts this question: “Which website optimization effort/s businesses should focus their skills and resources on next year to improve conversions (and the bottomline)?” We’re publishing their answers the entire month in the countdown to 2013 so stay tuned for more resolution must-haves in our upcoming posts 😉
Today’s CRO resolution must-have is from Feras Alhlou, Principal Consultant/Co-Founder of E-Nor:
Focus on Improving Your Data-Driven Culture
A key component of helping optimize online marketing efforts for your business comes from within the organization. By becoming and/or improving your data-driven culture, your digital presence (and overall marketing) will prosper.
We are often overwhelmed by data; web analytics data, social data, mobile data, qualitative data, etc. and don’t know how to use this data to benefit the organization. Try not to overemphasize associating analytics with technology. The most productive outcomes come from the people involved and the process.
A. The People
To grow an analytics, or data-driven culture, you need to create a cross-functional team that supports one another. IT works with marketing, which works with stakeholders, etc. Recruit people within these departments who understand the business goals and are willing to commit to measure what matters. They need a passion for data, and be good at storytelling, meaning they can both accumulate/analyze data and put it together into actionable insights.
B. The Process
Once you have your people in place, define your requirements and prioritize your objectives. What data are you collecting? What are the business outcomes that really matter? How do I provide that piece of actionable insight at the right time to the right decision maker? Ask these types of questions, and make sure to stay away from over-the-top reporting. Gather and measure what matters, then report on it.
C. The Culture
People consume data in different ways. It’s important to assess where people are, and support them at the level they are at, while helping them gradually get more sophisticated. Make sure each person understands their role (what info are they gathering, how are they reporting, etc.). Develop a role-based knowledge transfer program, provide training and have a venue for periodic Q&A sessions. Communication upstream and downstream is key to making a data-driven culture successful. Be sure everyone is involved, talk about outcomes, customers, dollars and any other important factors in the analytic/data gathering process.
So as you can see, creating a culture that focuses on analytics does take some time and effort. But in the long-run your organization will benefit from both the collaborative communication and data being collected. I hope you find this “tip” helpful in the coming year and you (and your organization) benefits from it!
More About Feras
Feras Alhlou is Principal Consultant/Co-Founder of E-Nor (serving Fortune 500-25), which has achieved multiple Google qualifications including Google Analytics Certified Partner. He is a speaker at industry conferences including SES, SMX, eMetrics and Google Analytics User Events (GAUGE), and has traveled the globe educating businesses and consultants on digit analytics and digital marketing. Feras is a member of the Digital Analytics Association (DAA), co-chair of the DAA San Francisco Bay Area chapter and serves on the examination sub-committee and is a Certified Web Analyst.
Happy New Year, everyone!
We look forward to seeing you at Conversion Conference West 2013 in San Francisco, April 15-17. Check out what’s in store for you at ConvCon this year.