In God we trust; all others must bring data!
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In God we trust; all others must bring data!

Author: Neha Aggarwal | Categories: Digital Marketing, Digital Analytics, Adobe

Marketers expect three things from any digital initiative – awareness, leads and conversions – and if we end up famished for the last one, why even bother about the first two!

Ideally we may want all three and more but considering the various stages of marketing maturity the organizations may be in; strategizing, executing and most 212-055 importantly measuring these tactics becomes an uphill climb.

William Edward Deming, an American statistician, professor, author and lecturer, perhaps best known for the “Plan-Do-Check-Act”, carved the initial premise around importance of measurement of data leveraging statistical methods. With the Deming cycle he laid one important foundation – to plan at the start and then measure the outcome. In absence of clear measurable objectives, we’re stuck in a blackbox of gut and luck.

Transporting this logic to the world of marketing – Piece of cake, right? Set up some random baselines, continue execution of marketing functions and then take a scale and measure the success. Yes? Hell No!

“If you can’t measure it, you can’t improve It”, said management guru Peter Drucker.

Measuring or even defining the activities to be measured requires
9A0-148 a thorough understanding of what we’re trying to achieve. We have to begin with an end in mind. No matter at what level of digital maturity the marketing organizations are at, having the strategy, roadmap and tools to measure the impact is quintessential for the success of any marketing function.

Here are the 5 steps to defining a roadmap for a successful analytics operation for overall digital payback:

1. Definition of marketing objectives and KPIs

Key Performance Indicators, also known as KPI or Key Success Indicators (KSI), help the marketers define and measure progress toward their goals. The bedrock for any analytics initiative must begin with the marketing objective and KPI definition. Here are some sample KPIs that can be defined for any digital initiative to begin with -

Performance Indicators

2. Demarcation of channels to be measured

Defining the boundary and fences for analytics is inevitable. To get this right, we need to ponder on some basic questions –

  • Is the focus on measuring and improving a specific marketing activity, such as a marketing campaign?
  • What are the channels we want to measure and optimize – Web , Mobile, Social , offline channel integration
  • Do we want a phased or a big bang approach for optimizing the overall digital presence, improve customer engagement related leaks or just back-office business processes

3. Determination of tools and technologies for analytics and data integration

This is where the rubber hits the road and the actual technology decks up to execute the strategy. There are various tools available in the market but the process starts with assessing the following features for measuring the digital operations –

Google analytics

There are several tools available in this space such as Google Analytics, Webtrends, Adobe analytics etc. The right product for your organization may depend on your digital objectives, need, budget and technology considerations.

4. Analytics team

Once the technology decision is through, getting the right level of management buy-in and team structure definition can make or break the outcome of the overall program. Technology is just an enabler and believe it or not, it has little impact on the success or failure of a program. This may not necessarily mean creating new roles or hiring more profiles. Refurbishing of existing teams for new challenges is the way to go and may begin with defining an Executive Champion for larger buy-in. Some of the other significant roles and responsibilities to defined are Business Analyst, Tech Specialist, Data Architect, Analytics SME etc.

5. Continuous improvement, process and governance with a digital service centre

Having defined the key roles, the last and often the most critical step is to craft the processes, guidelines, reporting structure etc. as a part of the Digital Service Center. A digital Service centre may be the governing body for all analytics and largely all digital initiatives in the organisation for continuous improvement. The structure of DSC will be as shown in the diagram below -

Demand Management

Without all these in action, it may seem like finishing a math problem when your answer isn’t even one of the choices!

Technology does enable the marketers to get a grip on the chance of knowing the unknown, to make course corrections and to eventually change the fate of multi-million marketing programs! One of such tools is Adobe analytics which helps in measuring the real steel.

Here’s how Adobe Analytics suite catalyses the definition and measurement of marketing objectives

Adobe’s analytics suite helps marketers in managing their overall analytics function which helps in building customer and fan relationships to encourage repeat visits and sales. Its unique capabilities for segmentation, customizable reporting and online-offline channel integration are some of the super features that make this a winning proposition for marketers.

Adobe offers three solutions for analytics depending on the various maturity stages of the customers – Sitecatalyst, Discover and Insights.

When to use which product? Good Question! Here are some interesting comments (sourced from some interesting group discussions on LinkedIn) that paint an interesting line of demarcation difference these Adobe analytics products.

ADOBE SITECATALYST

“Helps in reporting, path analysis, and funnel analysis that many folks can sink their teeth into”

Sitecatalyst is a great tool for reporting and democratizing data “to the masses”, so to speak”

ADOBE DISCOVER

For advanced segmentation, use Discover”

Discover can only handle click stream data”

ADOBE INSIGHTS

Discover on steroid is Insight”.

“Sitecatalyst is the reporting tool but if you need detail, thought provoking analysis – Insight is the way to go.”

“Insight can do everything that you can imagine. Adobe Insight has been able to do what no other tool can do – integrate AND visualize multiple channel streams and customer interactions, Insight for deep dive, blow-the-doors-off analytics.”

"Insight is not only used as reporting/ deep dive analysis tool but also it can be used to integrate with downstream systems like test and target for near real time targeting. Connecting three platforms (sc, t&t, and insight) gives you more control in A/B testing and flexibility of trying innovative methods"

Surprisingly so, even the best of tools can fail if not implemented with the right strategy and direction in place. This is where a service integrator or a digital consultant comes into the picture. Here’s a snapshot of the Adobe analytics capability and how edynamic can engage with you to define the overall analytics roadmap.

Adobe Analytics

In essence, Adobe Analytics helps separate the weeds from the chaff with its intuitive and interactive dashboards and reports that allow you to sift, sort, and share real-time information to identify problems and opportunities.

In analytics, the eventual success depends on asking the right questions—both of the business stakeholders and of the data in your analysis approach. This in turn catalyzes your entire marketing inventory by putting your content, technology and strategy to work!


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