Measurement is constantly evolving, and while metrics by themselves each tell us something interesting, they do not necessarily tell the whole story or equally important, what to do next. In essence, our tools provide the what, but not always the why. As marketers and analysts, we need to put in the work and be able to take the next steps with our data: tell the whole story to our teams and stakeholders and be consultative in decision making and direction.
This is really important to get right, because use of data for companies is still new territory for many (frequently, decisions are still just based on how marketers feel). And while this may have been fine in a pre-digital age, the future of your company may very well depend on embracing analytics. With fragmentation of users and channels, there’s just too much for anyone to do. So it comes down to knowing what really works and why - these are the modern modern keys to success.
In this recent talk, Googler Neil Hoyne, Global Program Manager Customer Analytics shares how to embrace the above as well as take the next steps with your measurement.
A few key takeaways:
- You need to evolve your measurement plan to better fit the state of the web & complex customer journey (see our recent measurement guide to help).
- Question if you have the right goals or you need to adjust, and don’t be afraid to change goals if need be. Really make sure you have the right macro & micro conversions.
- Build an attribution model (also see our guide) that works for your brand, considering the unique factors that make up your business and what messages make sense in each different context (for example, mobile, social, email, etc).
- Measure your customers in a user-centric way, move beyond the old session-based world.
Watch the whole talk embedded below:
Posted by the Google Analytics Team