In digital marketing we have no shortage of data – big data, small data, reports, social data, etc – yet we do have a shortage of being able to interpret the data.
When working with business executives, business owners, and marketers, one of the most common questions I hear is – “I don’t know if my digital marketing is really working.”
Despite a plethora of reporting and data we often aren’t able to see the forest through the trees.
When looking at data or reporting on digital, it is helpful to ask the three golden questions to be sure that you are moving from data to insights to action and driving better results.
These Golden Questions will help you drive better accountability and results.
3 Golden Digital Marketing Analytics Questions
1. Are we doing well?
It isn’t enough to provide or look at numbers – we need context in order to bring the numbers to life. The first question to ask is are we doing well? Should we be happy with the results? Are these “good?” What do these numbers actually mean.
To answer this it is usually helpful to look at:
- Results vs. target/goal
- Results vs. benchmark
- Improvement over time
2. What caused the results?
It is important to understand what actually caused the results. Digital is a dynamic area and sometimes results are a part of multiple factors
- New/different actions
- Market dynamics
3. What will we do differently?
Analysis without action isn’t impactful – any review of marketing results should clearly define how the execution/plan will change going forward. SSC (start, stop, continue) is a good framework to focus not only on improvements, but also to drive discipline to cut things that aren’t working.
Using these questions will help you drive action from your analytics or measurement and drive discipline into the process. To learn more about measurement check out our digital measurement and analytics training course.