Normally I spend ages pondering what I should add to this blog and what I should research or why you might be interested in the inane ramblings of some dude in Helsinki who thinks he knows one or two things about Analytics.
Well today I didn’t. I just thought I’ll write what comes to mind. On the top of my mind right now is cultural change in business and communication. (Woa, what an interesting bloke I am! I probably should get out more.)
Many clients and prospects have the same issue since before I wrote my book and it’s still the biggest problem today. They aren’t getting things done that lead to more money. Analytics still isn’t in many cases paying for itself and at the root of the problem is that people don’t understand how to take action on the data they have.
Action comes from good communication
If you say “There were 100,000 visits but 40% of them bounced. We need to improve the ratio of people that are engaged with our content, improve the number of pages viewed per minute, increase or conversion rate and reduce our process abandonment or we’re seriously going to reduce our Net Promoter Score” one of two things will happen.
- Best case scenario, people will scratch their chins and murmur things like… Ok, nice, I agree, erm, anyone fancy a pint? or
- Worst case scenario, You’ll be completely ignored because no-one understands what you just said
The alternative is to speak in the language your listener understands.
The same sentence could be “You know if each visitor to our website was worth a euro we lost potentially €40,000 today. I know how we could make half of that back.”
That would lead to this;
- Best case scenario…. Ha if you can do that I’ll give you half!
- Worst case scenario…. Yeah right wise guy, how do you think you’ll do that?
Either way it forced a response that gives you more opportunity to explain your ideas and the carrot is there. The €40,000 per day is something that rouses curiosity. Of course it’s not the only thing that drives action from analytics, there is the whole cultural aspect and good communication is just one thing. But that would take more than the 25 minutes I spent writing this to explain. Pint anyone?