The single biggest mistake companies do is running web traffic analytics without a purpose.
We record tons of data. And yet our data collected (Business intelligence) has very little impact on the business in terms of action taken by company leaders.
Almost always we dive into the ocean of data first. We never ask ourselves why?
No questions. No tie to what’s important. No impact from the data.
We somehow think that the default dashboards from the web analytics programs tell us something about our business. Without us telling it what we do, how we do it, and what to measure in the first place.
Result? Most businesses end up measuring number of web site visitors and Facebook likes. How does that impact the bottom line? What is ROI on investment in PPC, social media or SEO?
The Digital Marketing & Measurement Model by Avinash Kaushik, as a simple, structured, five step processes to infuse the much needed thinking process:
The above digital marketing measurement model enables you to use your vast amount of web analytics data for optimisation of your digital marketing budget.
The data analyst will be able to identify what channels are underperforming or where you don’t get the traffic or revenue at all. For example you can have a fabulous web site and great KPI’s but not be aware that the traffic from iPhone has 0% conversions.
Tracking KPI’s is great for measurement of the marketing campaigns. Finding out what is not recorded within the KPI’s is where the real business intelligence starts.