7 misconceptions about digital analytics
Misconception 1: the best digital analytics solution is… The solution that the biggest advertisers use
Too often, you move forward by imitation in terms of a solution. There is no better solution but a more suitable solution than another to meet your needs. To choose the right solution, the important thing is not to forget any essential need. To get there, think in case of use: what do you want the solution to allow you to do? What questions do you want to answer? These use cases must be part of the objectives to which each potential service provider must respond correctly during a “POC” (“Proof Of Concept”, test of the solution). Choosing a solution is a significant investment both financially for the purchase (unless you choose a free solution) and human for the implementation and operation. Do not hesitate to be accompanied in this process by a specialized agency.
Misconception 2: I have the right solution, so I should be successful in digital analytics!
Success in digital analytics is almost always associated with the solution implemented … However, the implementation of an effective digital analytics strategy depends more on you and your teams than on the solution. The solution is only one of the key factors in your success. In fact, your success also depends on your ability to ensure that the implementation of your solution meets your needs and that the data collected is qualitative. Then, you will need to ensure that the right people at the business and technical level are trained in its use and implementation to ensure efficient operation and a sustainable and scalable implementation of the solution. Finally, consider grouping your indicators into dashboards with a level of information adapted to each one in order to allow effective monitoring of your performance.
Misconception 3: I collect as much data as possible… And then I see for exploitation
Collecting all the data possible is a bad idea for two reasons: the implementation time will be too long and you will not have time to analyze all the data due to lack of time. You have to favor an iterative implementation approach by implementing the highest priority measurement needs first, by carrying out the first analyzes and taking the first actions, then you continue in this way by collecting more data if necessary. The arrival of the Tag Management System (TMS) has made iterative implementation possible. Indeed, with a TMS, it is easy to add, modify or delete a tag or even collect new data without asking the technical teams, take advantage of it!
Misconception 4: that’s it, I’m trained and I have my dashboards, the hard part is done!
And no… This is only the beginning but rest assured, this is when the most interesting begins! Signing the acceptance report, being trained, having your dashboards… This is good news, but it remains a pivotal moment when advertisers who have understood the main added value of digital analytics or not will stand out. In other words, some of you have stayed at the dashboard stage and analyze the metrics regularly and others have gone further and take optimization actions. It is only by taking optimization actions iteratively by adopting testing that you will increase your performance! Testing is a method of presenting your visitors with a different version of a page or an element (button, call to action or other) in order to determine which version is the best performing, that is – say which one brings you the most conversions (the purchase, the completion of a form etc.). The contribution of testing is proven however, rare are the advertisers to have succeeded in anchoring it in their process. Think about testing each time you have questions about implementing one action rather than another, it will improve your decision making! Get started!
Misconception 5: the quality of my data is sustainable thanks to the recipe made at the end of the implementation of my solution
You often imagine, at the end of the implementation and the recipe, that the quality of your data will remain constant. However, your sites and your applications are evolving. If digital analytics is not registered as a full-fledged project in each of your digital projects with an acceptance phase, the quality of your data will deteriorate over time. The data will become unusable or worse, you will not realize it and the decisions you make based on it will be distorted. The subject of data quality will then risk becoming a taboo subject and it will be impossible to install a culture of decision-making based on data if no one trusts them. Even if the temptation to play with more and more data is great, take it step by step and make sure in each one that the data you have available is reliable.
Misconception 6: respect for CNIL rules? One legal point at the end of the project is enough
Respecting the rules of the CNIL and the privacy of your visitors is no longer an option. It’s time to stop surfing between legality and illegality and to ask for the consent of your visitors before any data collection. A person (who can be the digital analyst) must be responsible within your company to ensure that the privacy of your visitors is respected for each digital analytics project (monitoring a campaign, a micro-site etc.). This person must be involved from the start of the project in the same way as the marketing or technical team. It must help strike a balance between collecting data and using it and complying with the law. See it as an opportunity, made in a criterion of differentiation, you will thus respect the legislation and you will establish a relationship of trust with your visitors. This is not negligible in a context where “data” in general is viewed in a very negative way because of the abuses of hyper-targeting and others …
Misconception 7: outsourcing digital analytics to an agency is a good idea in the medium / long term
Agencies are the most useful during structuring projects (choice of solution, first implementation, training, first analyzes and optimization actions) but their intervention should not be part of the medium / long term in your company. You should take advantage of the missions entrusted to the agencies to invest and improve the skills of at least one person internally so that they take responsibility for digital analytics. She will then be able to fully invest in the implementation of an effective digital analytics strategy by training the relevant people in turn, ensuring that digital analytics projects are carried out correctly, that action reports are made and that the resulting recommendations are being followed. It will also be able to evangelize the discipline and work towards establishing a culture of objective, data-driven decision-making.
Brice Bottégal started his career at Hub’Sales, an agency specializing in digital analytics consulting, as a digital analytics consultant. He later took on the responsibility of pre-sales. He then joined the publisher TagCommander as a product manager. Brice Bottégal has also been professor of digital analytics at the HETIC school for 6 years.
The full study can be downloaded here: http://bit.ly/1mexZEv