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THREAD / Marketing Data Analytics: 4 Mistakes Not To Make
Life is too short for spending too much of it on data analytics.
Whenever you’re analyzing data, you want to make sure you know where you want to go.
Otherwise, you will likely end up with just another dashboard.
Life is too short for spending too much of it on data analytics.
Whenever you’re analyzing data, you want to make sure you know where you want to go.
Otherwise, you will likely end up with just another dashboard.
1/ Asking Bad Questions
Analyzing marketing data starts by asking the right questions.
And yes there are good and bad questions you can ask your data.
A good question helps you better understand your funnel and your overall business.
The good questions should come first.
Analyzing marketing data starts by asking the right questions.
And yes there are good and bad questions you can ask your data.
A good question helps you better understand your funnel and your overall business.
The good questions should come first.
2/ Too Many Charts & Tables
“Overview first, zoom & filter and details on-demand”, Ben Shneiderman (computer scientist).
This means why use many charts when you can use one. :)
To keep it simple use breakdown dimensions and control filters in your data viz tool.
“Overview first, zoom & filter and details on-demand”, Ben Shneiderman (computer scientist).
This means why use many charts when you can use one. :)
To keep it simple use breakdown dimensions and control filters in your data viz tool.
3/ Not Having a Tracking Plan
Start with a tracking plan.
A tracking plan can be just a simple sheet listing:
- The metrics (what you want to be measured)
- The dimensions (a dimension is usually qualitative and helps you categorize data)
- The sources (where data comes from)
Start with a tracking plan.
A tracking plan can be just a simple sheet listing:
- The metrics (what you want to be measured)
- The dimensions (a dimension is usually qualitative and helps you categorize data)
- The sources (where data comes from)
4/ Not Asking The “So-What” Question
The “So-What” question = “Is this information actionable in any way?”
Traffic via social today, brand mentions today do not pass the so-what” question test.
On the other hand, sign-ups via social can answer more critical business questions
The “So-What” question = “Is this information actionable in any way?”
Traffic via social today, brand mentions today do not pass the so-what” question test.
On the other hand, sign-ups via social can answer more critical business questions
5/ Bonus mistake not to make :)
If you are sharing your data analytics report, make sure to include a recommendation and action plan directly.
Even the most well-built dashboard in the world needs interpretation and context.
If you are sharing your data analytics report, make sure to include a recommendation and action plan directly.
Even the most well-built dashboard in the world needs interpretation and context.
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