Are you arguing the case for investing in digital analytics? Do you want to understand how digital analytics can impact decision making throughout an organization?
Developing personas can be a useful starting point that enables you to communicate effectively the use cases and overall importance of digital analytics, regardless of tools and technology.
Below I define four personas that can be found in most organizations. With each of them I have specified a motivation for using a tool such as Google Analytics, and listed some questions they might seek answer to.
Executive level application of digital analytics
First, meet Helen, the CEO of GreenChair, a furniture retail store. GreenChair has operated large warehouses in various locations for many years. Together with the board of directors Helen has decided to make significant investments in a brand new ecommerce platform as well as online marketing in order to meet rising online demand and improved supply from big international competitors. Amazon, Alibaba and others are closing in on their market, and they need to wake up. Helen is looking for insight that can support her strategic decision making:
- How is the online customer base and revenue developing? Which markets are strong, which are slow? Is the customer archetype(s) changing during the digitization, and are they losing important segments if they slow down investments in physical presence?
- How will the digital transformation have an impact on the warehouses? Do people still come there when they need a bigger product such as a sofa?
- What is the incremental effect of online marketing investment? Is it simply a question of money and reach?
- And so on.
Middle management application of digital analytics
Thomas is the Head of Marketing at GreenChair, and is responsible for the investments made in digital marketing. Balancing short- and long-term ROI is critical as he allocates resources, both money and time, between ad purchases, boosting social media posts, content production, and more. Thomas relies on insight relating to tactical decision making:
- What is the effect of the effort put into organic traffic, e.g. SEO, content production, in-house video production for Facebook, etc.?
- What is the ideal distribution of the overall marketing budget, and how can GreenChair reach its targets both tomorrow and in two years from now?
- What is the business value of passing a customer along from the website and over to the physical warehouses?
- And so on.
Staff-level application of digital analytics
Sophie is a content producer, and she wants to inspire people with her unique perspectives on furnishing, color combinations and more. In order to build a solid presence and ranking on Google Search, and to have content shared on social media, she has planned the coming year using a calendar wheel that combines themes and events of the season, such as Valentine’s and Black Friday, with products and combinations from the product portfolio. Sophie wants to know what is the perfect article, and she wants insights that are relevant to her expertise and technical execution:
- What content works best in the various social media, and in reaching and engaging the various segments and target groups?
- What articles create the most engaged readers, and which ones sell products?
- What type of photos or videos are appreciated by followers?
- And so on.
At last, meet Frank, he is a developer and is working on the ecommerce website. He is responsible for the customer experience of the website, and is very occupied with optimizing its loading speed, how easy it is to navigate, the relevance of the content, and more. The most popular content and products should be found easily, the website should inspire recurring purchases, and the customers should experience a personal and relevant service. As with Sophie, Frank wants insights that are relevant to his expertise and technical execution:
- What are the most important pages?
- How can the most important pages load even faster?
- How accessible is the most demanded content?
- Are there modifications that can be done to the structure or design that can significantly impact customer experience, conversion and revenue?
- And so on.
To summarize, the use of data and the tracking of KPIs is relevant to employees on all levels in the organization. The resulting insight can support the strategic and tactical steering of the business, and those taking part in the important daily operation can find ways of executing their discipline a tiny bit better every day that passes.
Can you identify personas for digital analytics at your organization? How can you make specific colleagues in various positions ambassadors for data-driven decision-making?
The integration of data in key business process relies on management support and broad organizational buy-in, and can take a long time. You might need to invest in technology and the development of competencies and workflows. However, with tools such as Google Analytics, Hotjar and others, you can be a driver of change from where you sit in the organization. Implement, test, observe, learn, and SHARE, and suddenly you’ll have colleagues throughout the whole organization looking to do the same!