Closing the Digital Gap with an Effective Confidence Audit

Companies built on a foundation focused on optimizing their digital investments understand the importance of leveraging data to make business decisions. In this regard, traditionally-operated companies are at a disadvantage; they’re forced to adapt an analog business model to the demands of a rapidly growing, digital economy. And they have a right to be concerned - a modernized and adaptive digital presence is fast becoming a prerequisite for meaningful brand recognition. Without an effective digital strategy – accurate data collection, meaningful business insights, and optimization potential – companies run the risk of falling victim to the ever-encroaching threat of obsolescence.
 
It’s not just about the technical details, however. You could have a flawless tag implementation and still lack a functional governance structure or competent reporting. Perfect data is useless without a means of effectively translating its messages into insights. This disconnect is often cited by our clients – even those that collect digital data have difficulty choosing the right KPIs and identifying actionable opportunities for improvement.
 
That’s where Stratigent comes in. With our industry-first Confidence Audit , we analyze every aspect of your organization’s analytics infrastructure. From a vendor-neutral perspective grounded in industry best practices, we evaluate the following components:
 
  • Technology Configuration 
  • Data Validation and Gap Analysis 
  • Profile and Report Analysis 
  • Best Practices Review 
 
As experts in this space, we’re well-equipped to identify potential areas of improvement and we’ll provide a complete set of recommendations for closing the gap between your organization’s current state and its potential. 
 
 
A Real World Scenario
 
An email notification pops up. It’s from one of the analysts in the IT department. 
The subject line reads: “Website Activity Report – Q1 2015
 
You click on the email, mainly because you can’t leave unread emails lingering in your inbox. After all, that little, sealed envelope icon is supposed to have meaning – a meaning which carries a dismal stigma intensified by every unread piece of junk that floats in from the corporate digi-verse.
 
You pause for a moment then reluctantly open the attached file. A large pie chart stares back, flaunting fifteen colorful slices, labeled with the name of each mobile device imaginable. 
 
The report boasts: “Mobile Visits to Home Page” 
You are optimistic, maybe this data could be helpful?
 
You scroll further, reading through a list of “Top File Downloads” which shows “customer%20userguide_v1.47” at the top. The guide supposedly resulted in 340,000 downloads but you know there were only 50,000 visits to the download page! The ineffectual report would be laughable except you realize the funds for this useless analysis comes from your department’s budget.
 
A voice pipes up in your head – “This is the digital age,” it says, “and we don’t have a damn clue what we’re doing. We’re flying blind.
 
 
The Digital Truth
 
There are always objections, a main one being: “well, we don’t do much digital business, so this doesn’t apply to us anyways.” This is an antiquated way to think about your brand strategy and can actually end up hurting your bottom line. Digital adoption is at an all-time high, with no slow-down in sight. Even if you’re business model does not include e-Commerce, your website and brand are still scrutinized daily by potential customers, and the internet is fast displacing other mediums for lead generation in virtually every industry. 
 
If you haven’t refreshed your expectations of web analytics in the last few years, you’re already behind. The exponential rise in tablet computer and smartphone ownership highlights the importance of integrating digital, multi-channel analytics into your data program. Take a look at this graph:
   
 
Source: Pew Research Center 2014, http://www.pewinternet.org
 
 
The Bottom Line
 
Brands that feel outdated and clunky, with websites that lack responsive design for mobile or tablet devices (check out what Google thinks of outdated sites) radiate ineptitude – especially to the younger, tech-savvier generation who could be your next, big brand champions. But your site doesn’t just need a facelift – you need the tools to monitor and constantly optimize the user experience. In these rapidly digitizing times, your future market share depends on it.
 
 
 
Would you like to learn more about our industry-leading Confidence Audit? 
Reach out to us at info@stratigent.com or leave a comment below!
 
 
 
 
By Luke Johnson
About the Author:

Luke Johnson is a Senior Analyst, Team Lead at Stratigent.

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