Internalising Analytics Across The Entire Company
A rasher of Bacon
To use the words of Sir Francis Bacon, “Knowledge is power”. Nowhere is this truer than within your business. Knowledge about what you might ask? Well in this instance, we want to talk about what you know about your customers and how they use your website. Do you know how they find your webpage? Which pages do they look at first and last? How long do they spend on your website? Perhaps you already know this because you’ve been trained in analytics – you lucky thing, you! But has everybody in your company also been trained? Not even the basics? Ah, we thought not.
Back to dear old Francis; knowledge is indeed a powerful thing. Knowing where your customers come from to your webpage means that you can cater to their needs. For example, let’s say that your Twitter page is a hit; 60% of visits to your website this week were accessed through your Twitter feed. Well done you! This means that whatever you’re doing is working and you should keep up the good work! However, what if that number were only 12%? You’d want to change that wouldn’t you; improve the page, attract more followers, encourage them to visit the website etc, etc. The problem is, only you know that. And the chances are that a different member of your team is in charge of your Twitter page. This knowledge should be available to all.
It’s all Greek to me
“But I already do that,” we hear you cry. “I send out the data every week/fortnight/month to all of my staff.” That may be, but are your team really listening? It’s probably a fair assumption to say that they aren’t. Not because they can’t be bothered, but the more likely explanation is that they don’t understand how analytics can be applied to their area of work. If you aren’t trained in analytics, it can be extremely confusing. Like trying to read road signs in a foreign language. And haven’t we all done that before!
“I gael busnes gwell, yn dod y ffordd hon!”
“Pardon”, you ask. And we respond, “Exactly.” If you aren’t a Welsh speaker, the last sentence meant very little to you. You weren’t motivated to do anything about it and probably just skimmed over it and moved down to this paragraph. This is what your team does with analytics reports. However, if you were to spend a little while in a classroom, learning the language of the people of Cymru, then you’d be able to translate that sentence for us. The same technique applies to your office: organise for your team to go on a course teaching analytics and they’ll be able to understand those emails you send!
Share and share alike
If everybody has basic knowledge of analytics, then by publishing one batch of data, each individual can see where they’re going right or wrong. They can see where improvements can be made. You shouldn’t have to be part of the marketing team to understand that knowing where the traffic to the website is and isn’t coming from can help with future business. If you can’t get the budget to send your team on a course, or have someone external come in, then organise it yourself. And it’s not just for the marketing managers. Analytics is something that the company as a whole should know about; it should be internalised to make sure you’re using this technique to its full potential. Share your wealth of knowledge; go on. Save a team member from a world of incomprehension today! Shed the light on what can be a bewildering topic to the untrained worker!