Actionable Analytics

10 steps to Actionable Analytics which fuel online business growth

At Smart Insights we believe that the power of Digital Analytics and insight like that provided through Google Analytics isn't fully exploited in many organisations. To help encourage more use of Analytics our new Actionable Analytics Slideshare steps you through the potential pitfalls and the options to make more use of analytics through setting goals and setting up an improvement programme for Digital Marketing Optimization.

In this post we summarise a series of actionable steps to boost the effectiveness of always-on digital marketing and campaigns. We're not saying this is easy, far from it. In a big organisation decisions taken at the boardroom based on limited data and insight is often a huge number of steps away from the people at the proverbial ‘coalface’.

A company exists to generate profit. Profits come from sales. Sales are increased via marketing. Marketing can boost sales by being more effective; marketing can be more effective by having a better strategy and planning more effectively. Think you're getting close to an actionable point? Think again. Resolving this to create a better strategy is an idea, not an action. An action is agreeing to streamline the customer journey by taking several fields out of the sign up process, or re-writing the calls to action on the website. It can be extremely hard to generate actionable points from data, no matter how good the data is.

Our recommended 10 steps to infer insights from your data and translate them into actions

Because inferring actions to improve their marketing processes can be so tricky for large organisations, we’ve come up with 10 steps to achieving ‘actionable analytics’, which will help businesses translate lessons from their data into better day to day processes.

#1 Select a defined person responsible for driving customer experience, including multichannel ROI and optimisation

#2 Get the Essentials right: Put the building blocks in place for #ActionableAnalytics

#3 Define a strategy process to help prioritise and plan your improvements

#4 Define vision, goals, SMART objectives and dashboard KPIs

#5 Create a KPI dashboard to improve performance that goes beyond volume to measure the VGVC metrics

#6 Define an improvement process

#7 Do Conversion Rate Optimisation

#8 Make it continuous- ‘always on optimisation’

#9 Keep it going with regular planning to review action again target

#10 Future proof your #ActionableAnalytics capabilities by reviewing how you use analytics now

If you're interested to dig into this chart, or similar evaluations for other digital marketing activities, in more detail, it's one of our free digital marketing benchmarking template download.

For more insights on how to practice more actionable analytics see our resources on Digital Marketing Optimization.

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