With a Web Analytics Culture, a company can “turn data into
information, and information into insight.”- Carly Fiorina. Former CEO of HP.
Imagine you have a great idea that you believe can
drastically improve the success of your company. It makes so much sense in your
head that you are sure your boss is going to love it. However, it is quite
likely that after running to your boss and expressing your great enthusiasm for
this new project, he or she will look at you and say “ OK. That sounds great.
Show me the data to prove it.”
Companies are moving toward a more data-driven approach to
business, where decisions are made based on quantifiable evidence and
statistics. Gut feelings and personal insights must be supplemented with
graphs, hard data, and numbers that provide solid proof [1]. Web analytics is the latest tool in
providing data for e-commerce and Internet companies, and is used daily to help
companies make decisions based on a data-driven approach. With the substantial
impact and implications that come from effective web analytics, it is more
important than ever to take a step back, look at your company’s culture , and make sure it is
one that facilitates and emphasizes a data driven decision making culture [2].
So how do you refocus your company culture to one that is
focused on a data-driven approach? Listed below are five key aspects necessary for
helping create a culture where web analytics can achieve optimal influence.
1. Recognize the Difference between Analysis
and Reporting. There is often a lot of confusion in organizations on
what constitutes reporting and what is actual analysis. In order to create an
analytical based culture, it is vital that your entire company understand the
difference between analysis and reporting and when each is appropriate. [3]
2. Create a Process. By creating an
analytics based process, the data-driven approach moves from being an idea, to
an actual comprehensive strategy. Companies can instill frameworks within their
companies that can help employees better follow an analytical approach to their
work. Through repetition of these
processes, analytics will become a daily part of employee’s lives. [4]
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| Photo Courtesy of : http://online-behavior.com/workshops/web-analytics |
3. Start Small. Introducing a
data-driven transformation can often seem overwhelming, especially if your
company has not focused much on analysis in the past. In order to make the
change less intimidating, it often works best to start small and “breakdown the
ultimate victory into small wins.” Celebrate these wins and publicize them
within the company. It is only a matter of time before the small wins start to
grow into bigger wins that can ultimately help shape the culture and position
of the company. [4]
4. Create Strong Relationships between
Analysts, Marketing, and IT. In order to get the most bang for your
buck with analytics, analysts, marketers, and IT personal should all work
closely together and build off each other’s skill sets. By creating a work
environment that facilitates strong relationships between these departments,
companies will be able to receive the most comprehensive results from their
analytics and create integrated goals and strategies for the company as a whole.
[2]
5. Use Analytics to Tell your Story.
Cultures are built around stories. Find a way to incorporate analytics to be a
part of your company’s story. Celebrate analytic successes and showcase
capabilities through storytelling with conviction. [1]
References:
1. http://www.slideshare.net/jlovett/creating-a-culture-of-analytics
2. http://www.morevisibility.com/analyticsblog/tag/web-analytics-culture
3.
4.
Very insightful and timely piece!
ReplyDeleteThis post is great for everyone in the office and will be very useful to managers when they are creating such a culture. Process is key!
ReplyDelete