On this day that we celebrate love and relationships let’s think about all the analytics relationships that are so critical to our success!
What? You’ve never thought about analytics relationships? Well, they abound everywhere. The life of a web analyst is very much the the same as the life of a relationship counselor. We’re constantly managing the relationship between tools, data and people. Let’s take a look at some of the most common relationships.
The Relationship between Data and Business
Probably the most critical relationship in analytics is between the data we collect and the metrics we create from the data. Our metrics must be highly related to the business objectives. We’re trying to understand what’s working and what’s not working. We want to promote the things that are working and kill or fix the things that are not working.
As we all know, we call these metrics key performance indicators and almost every analytics tool has a way to track them. In Google Analytics we use the Goals feature.
We don’t want to focus on metrics that don’t help us meet our business objectives. All data should relate to:
* Increasing revenue
* Decreasing costs
* Improving customer satisfaction
We must know what metrics are important to the business so we can convert all of our data to business metrics and create a strong relationship between business objectives and the data coming from analytics.
The Relationship Between Multiple Data Sources
While we’re on the subject of data, let’s take a moment to consider the relationship between multiple data sources! We’ve got ad-serving platforms that provide pre-click data, web analytics tools provide post click data, and customer databases/CRM systems provide purchase history and off-line data.
All of this information is super helpful when doing analysis, but sometimes creating a relationship between these data sources is very hard.
Our ability to tie the data together is dependent on creating keys between the data sources. If you use Google Analytics then you’re familiar with the process of Campaign Tracking and link tagging. This is really just adding keys to the data so we can tie the pre-click campaign metrics to the post click activity on your website.
We often tie customer information to web activity using some unique ID number. The most common integration right now is linking web analytics data with CRM data. While we dream of a single key to tie offline data to online data it’s very hard to do.
The Relationship between IT and Business
Here’s a relationship between people!
If you work in a large, corporate environment you know that analytics sits between business people and IT people. Sometimes this can be… challenging, to put it kindly.
Business people want to track all sorts of things (hopefully things that actually make a difference). But getting IT resources to configure the analytics tool to track these things can hard.
But the relationship between business/marketing people and IT people is a critical relationship for analytics to succeed in any organization. We depend on it to help implement and configure our tools.
Let’s take IT & marketing out to dinner and build a strong relationship so the data can keep flowing.
The Relationships in Our Community
Last but certainly not least, there is the relationship between all of us. I know, kind of sappy. But we are a pretty tight-knit group.
You’re only a tweet away from industry leaders and you can reach almost everyone via a blog. What I really appreciate is the guys that came before us have helped pave the way for all of us to succeed.
So, on this day that we celebrate love and relationship take a minute to think about all the analytics relationships in your life.