As both a Googler and ClickZ team member, I recently attended and participated in the always-inspirational ClickZ Live New York event.
Along with Katie Morse, Vice President, Social and Search at Nielsen and Pierce Crosby, business development and experienced data analyst at StockTwits, we had a panel discussion on how brands can take their analytics practice to the next level.
First, a quick description of the panel:
Data has become everyone’s domain, in all aspects of your marketing and business. Most companies do a good job at collecting and reporting data and have a basic process in place. But many are stuck as to what to do next to elevate value of data in their company.
As our conversation, and those questions the audience asked, were so good, I wanted to pull out some of the best questions and summary of answers we shared with attendees.
Pierce, Katie, and Adam presenting at ClickZ Live NYC. Photo by Search Engine Watch columnist Thom Craver (used w/permission).
1. Most companies have varying groups that need access to analytics insights. How do you efficiently get them all what they need and how do you ensure it’s most useful for them?
The answer is process. Ensure that you have the right metrics delivered to the right people at an anticipated frequency. Also ensure that you have conducted proper resource allocation in order to allow time not just to share dashboards, but flesh out insights for your teams to take action on.
If you are just delivering dashboards without context, you’re not doing your job. Actually, you’re performing the job a script can do – which isn’t a good place to be.
The more formalized you can be with your processes, the better, as this will ma…
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