- Data driven marketing
The data is like a shadow: they always follow us. But if they are not properly collected they will lead us to wrong decisions.
The first step to becoming a data driven company is to collect the data correctly.
These numbers – even now – are telling the story of your company, but not only the present history, even the past one and above all the future history.
They are saying which direction to take, which tactics to adopt and which metrics to consider to return (or stay) in health.
Google statistics say that 85% of Google Analytics implementations are incomplete, incorrect or approximate.
Simply adding the Google Analytics code to your site is not enough, you have to make sure that the implementation is correct and reliable.
The data, once collected, must be subjected to analysis. They are therefore studied and interpreted.
In this phase we put order and begin to distinguish a direction. We are in a moment of transformation. A moment in which the data – intangible by definition – becomes something that can be touched: a concrete strategy.
Data visualization helps you understand them at a glance, to identify those areas that need to be deepened and improved.
It is therefore essential to identify the metrics that are needed to tell the story that your users create on your site..
Now that the data is sorted, look at it in this new light and plan. They will be the ones to show us the way.
It is time to trace the coordinates and to draw a map that allows us to have at the same time an overall view and a vision in particular of our direction.
The visualization has identified the gaps, the planning tracks the concrete actions to be taken to correct the shot and achieve success.
What, when and how.
The data came to life.
After the theory, however, the practice must always come.
And so, after planning and scheduling a series of interventions, it is time to put our strategy into practice and roll up our sleeves in the material execution of what we have arranged.
It is time for the daily management of the activity, small adjustments and high expectations.
A common error in data analysis is to let reports become sterile retrospective stories instead of concrete information to put into practice. So that the subsequent analysis shows the results of the actions taken.
Like any strategy, the data driven strategy will also have to have its own metrics that allow it to assess its effectiveness.
Every month a detailed report is processed thanks to the measurement of previously identified KPIs and above all thanks to the extraction of new data.
And so we return to the starting point, a journey in loop but never identical to itself.
We start and end with data because a data driven strategy is constantly being defined and improved.