Analytics Provisioning
Capture accurate data from all your digital assets.
Have the Right Tracking in Place.
After you develop a Business Intelligence Framework specific to your business needs, you need to make sure you have the right tracking in place. This will record accurate data from all your digital assets to produce the reports you need to then see what is working and what isn’t in your sales and marketing.
Current Reality
You need to identify and determine the status of your business, including:
- What tracking is in place?
- What reporting do you need?
- What analysis you are currently undertaking?
- What do you need from your data and reports and within what timeframe?
- How are your finances vs. resources placed?
- What gaps do you see across the functional parts of your business activity (including whole business, business units such as marketing & sales, and individuals)?
The Data
Once you’ve set guidelines for what you want to report on, you’re ready to put systems in place that let you easily capture the information you’re after. What systems do you need to gather your information? This may include data you capture from the following areas:
- Digital Marketing: Google Ads, Google Analytics, Social, Email
- Offline Marketing: Materials, Inbound Phone Tracking*
- Sales & Service: CRM and POS, Sales Data, Individual Data, Business Unit Data, Pipeline Management Data, Conversion Rates, Customer Contact (foot traffic, inbound enquiries)
- Financial: Revenue, Costs, Transactions
* Not all of these will be relevant or necessary for every business, but we should say that inbound phone tracking is an exceptional way of obtaining vital insights very easily. Every business on the planet should have this set up.
Data Collection
Where you source your data from will depend on the nature of your business, but it could be from across any of the key areas listed above and will depend on what tracking, if any, is already established.
Data Integrity
Ensuring the data is clean and accurate.
For you to use data effectively, you need to make sure the data you are recording is clean and accurate. This starts at the source. Manual data entry can result in errors that compromise results meant to guide business decisions. That’s why personnel with access must be appropriately trained on data entry protocols.
Things to consider on Data Integrity:
- Digital data capture is open to spam, robots and internal traffic that can skew results.
- Staff need to be trained, managed and must understand how important capturing the right data is.
- Auditing processes should be put into place so that individuals can be held accountable for any inaccurate data entered into the system.
- Protecting information from accidental variation and ensuring security and quality assurance is a key requirement for accurate analytics.
Information Architecture
Key questions to explore as part of your information architecture are:
- Who needs to see what information?
- What decisions need to be made?
- What analytics are required to produce these reports?
Identify the gaps
By doing this you can easily identify the gaps you need in an ideal world versus what you have today.
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