A Bad Case of the Silos and the Miracle of Multi-Channel Reporting in Analytics

“Good, better, best. Never let it rest. Until your good is better and your better is best.” - Tim Duncan
Marketers are increasingly being called upon to look at the bigger picture of their online presence. A decade ago it was pretty impressive to look at what visitors were doing on your website. Now what’s impressive, is viewing the online experience of your customers from start to finish. Did your visitors come from Twitter and which tweet had the most impact? Is the cable ad directing customers to your Facebook page, leading to more registrations for your newsletter and driving more sales on your online store? This is what’s really interesting and requires collaborating with your coworkers, or agencies, in new and interesting ways.
When working with clients I have a basic structure in which I categorize an analytics program. Notice there’s no bad category, but if it existed it would be for someone who doesn’t have analytics tracking setup, yes that would be very bad.
1) You’re Typical – Here, there are separate reports everywhere with unique KPI’s, none of which have very much in common. Optimization on marketing campaigns occurs at the channel level and none of the channels are analyzed together.
2) You’re Better Than Most – Reports for each channel are combined, with common objectives and KPIs between each one. There is limited insight between the channels and optimization still occurs independently of each other.
3) Let It Rest – As you can probably guess all channels are analyzed together based on a common goal. Relationships are clear between each channel and optimization is performed based on the common goal.
So if you’ve identified that you’re in the first or second category you may be wondering what you can do to fix this. Here are a few tips:
Develop a reporting dashboard which combines all of your data into a single report. This can be as simple an excel spreadsheet. I prefer to work in Solegi, which is Stratigent’s automated solution for combining data from multiple channels. Once the dashboard has been achieved, determine the most important KPI’s across the channels and begin analyzing.(Solegi’s interface, doesn’t this data just scream analyze me?)
Stop being website centric. You’ll want to start working really closely with the other parties responsible for driving the channels. It’s common for online marketing to be given to one agency and offline to another, which can discourage collaboration. Develop common goals and a plan for executing them. Often times this can be really challenging but start by keeping a high level of communication and continuing to develop new goals as a group.
Take your analysis to a whole new level! For example, Exact Target produced a study with the following conclusion, “During the study we asked consumers, “If you wanted to receive promotions or discounts from a brand, where would you look?” Only 17% of consumers said they would check Facebook. Consumers are much more likely to search for discounts using a search engine, go to the companies website, or SUBSCRIBE to email.” Now that’s some insight worth working for, but is only possible to observe when your analytics program is in the best category. Is this study true for your customers?
If you have achieved a similar level or reporting we would love to hear your tips, please leave them in the comments section!


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