The equation faced by marketers in most companies that decide to venture into digital environments and territories is the same: high expectations for results, but few available resources. A commonplace that is hard to get out of. Currently, all managers want Slovenia Phone Number List to solve their ballot, therefore, they raise the demands on the team, while the administrative area limits the resources available for activities. But there the difficulties do not stop, the scenario is also complicated by the excessive supply of tools that exist for marketing in the digital world. So the resulting picture is extremely complex: high demands, few resources, and too many alternatives. A combination of factors that increases the probability of error and challenges teams to get the best of themselves. What is the lifeline for this puzzle? A good job of web analytics. Any effort aimed at improving digital actions will increase what has been obtained, will reduce what is spent and will choose the options.
The web analytics is the discipline that is responsible for finding information in the data. Through it, digital teams can discover the best combination of actions to achieve the expected results and the places where resource investments are most efficient. But be careful, because doing web analytics does not mean hiring a monitoring and measurement tool. That is just the first step. The tool will only serve you to collect, store, process and reproduce the metrics. The critical element of the task is the people, because they are the ones who will convert this data into useful information for the optimization of the effort. Investing resources in web analytics means constantly working on improving digital actions and the results obtained. Investing in web analytics translates into hiring tools and human talent. Investing in web analytics then helps solve the equation: high expectations, low resources, and too many alternatives.
The process of learning web analytics and becoming a data ninja
We already said it, but we want to emphasize it: what makes the difference in web analytics is not the tool, but the analyst. The platform used to measure is, today, a commodity . Consequently, the right way to meet the challenges of data analysis is to focus on people. This is where the true value of web analytics lies. A value that is enhanced when you have people on your team with a consistent mental model, a correct approach, and an astute look at data and trends. To contribute to the development of the skills and competencies of people who face analysis tasks, we will share below the nine steps that will turn them into true ninjas to develop this activity:
1. Understand the general context
Understanding where the market is and its inclusion in data and trend analysis makes conclusions more accurate and accurate. An analyst cannot do his homework without a deep understanding of the context. The tools are cold platforms that collect behaviors and facts very efficiently, but they are clumsy to understand the space and time in which the Forex Email List audience unfolds. No platform can measure context and add it to its tabs. Only people can do that. Analysts are the only ones who can understand the circumstances or situations that the markets live and can affect the behavior of the numbers. For example: a tool does not know when we or our competitors are in promotion; Nor does it understand that we are on the verge of a high-impact event – a world soccer championship, for example – that would divert users’ attention; or that we are in the black weekend . No, tools don’t do that. The analysis of the metrics, from the perspective of the context and the moment, depends exclusively on the analyst. Internalizing this is the first step to becoming an analytics ninja. Failure to do so will put you at a disadvantage.
2. Compare the results in different time periods
The difficult part of working in analytics is finding benchmarks to understand whether we are moving forward or backward. And the best way to achieve them is by appealing to chronological comparisons. Making comparisons of the behavior of the metrics in different periods of time makes the data fill with extra, very valuable information. With this type of exercise, it is possible to understand market and audience trends, the impact on the results of the actions taken, and assertiveness in decision-making. Evaluating the results facing different days, weeks, months or seasons allows us to understand the seasonality of our market, to anticipate and predict future behaviors. Also, it shows us if our digital actions are making us grow or decrease.
3. Use audience targeting
Learning how to subdivide your audience into small groups is a critical step in becoming a web analytics ninja. Fragmenting the audience into subgroups allows us to detect – with greater precision – the successes or errors of our actions. Without separating the audience into small segments, it is really difficult to find what caused a result. Good analysts use audience targeting to recognize the ups and downs of digital work. With the current tools, it is perfectly possible to know the differences in behavior by demographic variables, types of devices, origin of traffic – search engines, social networks, etc. – or geographical locations, and then create actions to improve results in a particular subgroup. Working on digital optimization, without separating users, is an extremely complex task, therefore, it is convenient to segment in order to improve.
4. Compare the metrics of all segments against the mean
In the previous point, we emphasized the importance of subdividing the audience to identify small niches with similar behaviors – men and women, people of a range of age, users from devices or visitors who come from social networks, for example. With that done, the next step to becoming a web analytics ninja is to match the metrics of each segment with the global results. Thus, it will be possible to detect the subgroups that are below the average and those that are above. Let’s take an example to better understand this step in the process: if you subdivide your audience by traffic sources and find that the conversion rate of users from search engines is much higher than the general conversion rate, you could target your resources to improve search engine optimization to the detriment of underperforming traffic sources. Creating subgroups and confronting them with the average serves to find and prioritize the actions that would have the greatest impact on digital results.
5. Avoid isolated metrics
No single metric provides enough information for analysts. No single metric allows us to be conclusive. The ninjas of web analytics understand this elementary premise, which is why they oppose isolated metrics. It is necessary to evangelize business leaders so that they understand that metrics are interdependent, that they all need to be accompanied by others in order to draw enriching conclusions. Isolated data is more confusing than it clarifies. Yes, we are aware that managers need little data to make business decisions, but this requirement cannot be turned into an oversimplification of analysis. The best way to solve this problem is for analysts to do their quantitative review work and generate qualitative conclusions or executive summaries. What is needed is not to minimize the data, but the conclusions. If the manager needs little data, let it be, then, The data.
6. Incorporate the actions taken into the data analysis
An analytics ninja is not a diagnostician or a fortune teller. The true ninjas of web analytics are involved in all the operational processes of the digital strategy and then, with the clear information of the actions taken, understand the impact of what is done on the general results. Analyzing a metric, ignoring the marketing actions that are being executed, leads to a misinterpretation. With this, what we want to emphasize is that to be a ninja in analytics you cannot be an isolated actor, but an active and knowledgeable member of the team. Companies are obliged to integrate their analysts to the marketing committees so that they know in detail the strategies, tactics and activities that are planned in each of the areas of the organization. Without this informational input, your analyzes will be of lower quality.
7. Never ignore trends
Markets generally follow behavioral patterns and are influenced by the large flows of information from the digital world. Today’s markets are turbulent waters that move quickly and can radically change their behavior due to a specific event. The ninjas of analytics understand this and spend part of their time soaking up the trends and issues of the moment. Ignoring global, regional or local movements could cause confusion in the reading of the data, and this confusion could lead to an error of interpretation or a wrong decision. Keeping an eye on current trends and issues allows us to anticipate results and prepare the team for peaks or valleys. In addition, it provides context to the analysis, that important input that we talked about in the first step.
8. Be selective on metrics
A couple of steps ago we talked about how harmful isolated metrics are, well the other extreme is also dangerous. The web analytics ninjas are very selective with the metrics that they will monitor to do their analysis. Exceeding data does not necessarily lead to better analysis; on the contrary, it could be confusing. Choosing the correct metrics is a momentous task. To do it well, the objectives sought by the digital strategy must be reviewed, in order to then detect the data associated with their achievement. The fewer metrics you have to analyze, the better conclusions you will get. Digital decision making is an assignment that requires a lot of agility and loading it with metrics slows down the process. Assertiveness and speed are two common abilities in web analytics ninjas. You need to work on both to excel. Remember that the digital world is lived in real time and analytics should not be oblivious to this.
9. Act quickly, but think intelligently
We just said, speed is a critical competency for those who aspire to become web analytics ninjas. Digital evolves in short periods of time and most opportunities are lost when excessive time is spent on analysis and decision making. Voltaire already said it: “The perfect is the enemy of the good”; and that search for perfection in interpretation or bureaucracy in decision-making could drive the organization away from its objectives. The important thing for an analyst to make a leap in quality is to be able to integrate the two variables — speed and diligence — without any being imposed, finding the balance. Accomplishing this will give you the final push on your goal of becoming an analytics ninja.