Digital Analytics has impact on almost all aspects/departments of any business. For you to be an effective Digital Analytics department, you need to think Digital Analytics in terms of six main area. These areas of focus are listed in the image below.
This is the areas that Optizent also provides services in.
1. Strategy - This is the first area that we focus on to get a good understanding of your stakeholders' and organization's needs. While other agencies dive directly into implementation we focus on the analytics strategy first. This ensure that the implementation meets the business needs. Having the right strategy is critical for rest of the areas.
2. Tools - This area deals with selecting the right tool and implementation of those tools. Having the right tool, implemented in the right way ensure that you don't get bogged down by unnecessary data.
3. Data - Web data in a tools like GA4, only tells part of the story. To get a complete view you need to bring different data points together and that's exactly what help our clients with.
4. Reporting - Reports are a backbone of analytics. Having the right visualization is critical to convey the story your data tells.
5. Insights - The whole purpose of collecting the data is to uncover the insights that helps an organization achieve their goals. A great analyst not only conveys the metrics in dashboards and reports but also brings the insight to the stakeholders.
6. Action - Action is where you bring the true value of Digital Analytics. Insights inform the stakeholders about customer behavior and performance of their marketing efforts. Action is where you use those insights to improve the areas where things are not working and doing more of what's working.
In addition to above main areas of focus, there are several sub areas that I will share in my weekly newsletter.
Culture of Analytics
Analytics does not operate in a vacuum. For analytics teams to be recognized and grow in an organization they have to create a culture where data driven/data informed decision making is given importance. This type of culture is simply called Culture of Analytics. Creating a culture of analytics is a responsibility of everybody in analytics departments. Those in leadership positions have more control and can mandate a data-driven/data-informed decision making, while those at lower levels can influence the culture with every day work they do.
Again, I will cover these aspects in my weekly newsletters.
Where To Learn More?
Optizent Academy has several courses that cover the various aspects of Digital Analytics. Those who want to learn from our experience should join our inner circle membership at Optizent Academy.