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Reporting Automation Does Not Deliver Decision Makers

Reporting Automation Does Not Deliver Decision Makers

mai 3, 2019 | Analytics

Every analyst out there has a dream: to be able to open one dashboard and get an overview of ALL your marketing efforts.

Four years ago it was the Holy Grail. Now, you have multiple online tools that promise to deliver just that. With the right connectors and proper set-up they probably can. Automation, right? Stealing jobs from hard-working analysts? Not even close.

It’s still a matter of how you interpret the data and MAKE DECISIONS based on just that.

Even the Holy Grail of analytics cannot deliver that. And, unfortunately, most of the times an analyst cannot do that unless someone stands by the recommendations/next steps. How we get our leaders to do that? It’s on us.

 

Digital Advertising Campaigns: One Goal To Rule Them All

Digital Advertising Campaigns: One Goal To Rule Them All

apr. 19, 2019 | Analytics

Recently I’ve become more and more irate by the phrase: ‘the paid social campaign did great’. Most of the times I follow up on that and ask: how? why? Unfortunately, 60–70% of the times I ask that question, I can see the look on people’s faces. The numbers looked great in the wrap-up report.

And Then I Go Back To These 3 Screens. One Goal.

For every ad you send into the world as a marketer you need to figure out one goal. Sure, create a funnel, figure out the consumer journey and leverage the targeting and strategy best suited, look at other metrics that can help you optimize. BUT report primarily on the one goal you set up the paid campaign for.

You Spin Me Round, Round, Data, Round, Round

You Spin Me Round, Round, Data, Round, Round

mart. 22, 2019 | Analytics

The most important challenge about data is interpreting it. You can spin it into lots of shapes and form, you can cherry-pick metrics and KPIs to say whatever you or your client /management needs to portray.

That’s why I hate seeing the term ‘overachieved’ in media campaign reports. Was that the correct KPI for the business? And did you track it ok, is your data accurate? Also, does that translate into business-centric results? Did you estimate your potential audience before going live with a campaign?

Don’t just tell me you engaged 1M people. Tell me you engaged 1M people of the 5M you were targeting. Explain how your Share of Voice is increasing because of your marketing campaigns and which one delivered earned media. Otherwise, it just might be that our site was down 2 days this month and people were reaching out on social media to complain. I want to hear all about how the conversion rate increased by 1% AND that means almost $1M in the bank account (hurray!).

You get it. Give me context. Prove that you as a marketer drive value. Do not spin data. It’s fake and we’re both wasting our time. And our clients money.

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