The key advantage of digital commerce
for modern markets is that people who buy goods, search for services or plan to
spend money in any other way on the Internet, leave an electronic
"trace". That's why recently, web analytics tools are becoming more
widespread and advanced in technology. Based on this information, the company
is able to check the effectiveness of marketing channels and campaigns,
optimize buyer persona, use attributive data and perform many other useful
operations. To gain access to such extensive capabilities, companies need to
select the right analytical platform. They need to understand what functions they
will need.
In article published by Search Engine Land, Evan Lapointe
advises companies to be guided by the following issues:
Which departments will monitor your
analytical platform?
What information do stakeholders want to
receive from the software?
What stimulates the productivity of
employees who will use the tool?
What is the nature of the key decisions
affecting the sites that will be tracked?
Answers to these and other similar
questions will help to determine the basic factors for choosing an analytical
service. After that Meghan Keaney Anderson (HubSpot marketer) offers companies to focus on the following
points:
1. Usually your leads are converted after
one or more interactions?
If in your case, purchases are made
shortly after the first touchpoint, you will probably find a solution that will
preserve the anonymity of your customers. On the other hand, if your
transactions occur after several interactions, you’d better use a platform that
provides data for each individual customer.
2. How many employees in your company
have technical / analytical skills?
If your team has an analyst or a group
of analysts, or you plan to hire such specialists, you should take a closer
look at powerful corporate services. Otherwise, you can safely choose any cloud
solution based on ease of use.
3. Find your mix of marketing channels.
Make a list of all the channels that you
use to promote your products and /or services. Determine when, where and how
often your campaigns span multiple channels. If you regularly encounter such
difficulties, you will need a multi-channel analytical tool. If this happens
rarely, a basic solution should be enough.
4. How important are long-term
relationships with customers?
If you expect to use the analytical
platform to build long-term relationships with customers, look for a service
that supports integration with CRM systems and other solutions for customer
service.
In his article on the website of the
marketing news Clickz author of several best-sellers, Bryan Eisenberg also
compiled a detailed list of issues affecting the selection criteria for the
analytical tool. Below are the most significant of them:
What exactly do you want to measure?
Is it important for your company to
receive reports in real time?
What monthly and annual budget are you
willing to allocate to the analyst based on current income?
Who will use the system?
What data is needed for each employee?
Will all users of the system quickly
access and visualize data?
The important question is - what is the
difference between the minimum and maximum competence in analytics among those
who will use the system?
How will the answers to the above
questions change when the company grows up?
How much money will it take to maintain
the system?
Answering all the above questions, the
company will get a clear idea of the most important analytical needs of its business.
Also some companies develop their own
system. Is it worth buying a ready-made analytics system or developing it
yourself? Here are some a few specific recommendations on how to proceed: If
you are a small indie studio and you are already thinking about analytics,
connect a third-party service that will do everything for you. You at this time
will deal with your product.
If you started to grow, and at the same
time your requests for data grow, hire an analyst and provide him with
third-party system. Let him answer your questions.
If you have departments, hierarchy,
disjoint products and functions, then the principle "Specialist + analyst
+ analyst + ..." will work for you. Any employee can answer routine
questions with one of the integrated systems, and for more complex ones, there
is an analytical department.
If you are sure that no one will do
better than you, go ahead, create it yourself, this decision is worthy of
respect. But before you start, consider the costs of launching and support.
In conclusion, there is a simple
metaphor from analyst Vincent Granville: imagine that you need a kitchen set. You can do it yourself. It
seems that even it will be cheaper and perfectly suited for your non-standard kitchen.
But before you start building, go shopping, suddenly you will really like
something.
More analytics thoughts are here: http://d-analysis.blogspot.com/2017/05/how-google-analytics-can-solve-your_6.html
It's appreciated if mentioned the top most business analytical tool not only the objectives.
ReplyDeletethe choosing the right analytic system is quite difficult, you should know the company's environment
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