DIGIA 101: To adjust or not adjust, that is the question

By Kelsey Hansen

Welcome back soon-to-be DIGIA experts! In my last post, we discussed consumer insights and pulling insights from digital data. Our time together is coming to a close, and that means it’s time to chat about results. After planning out our campaign and discussing the tools needed to execute it we now must look at the results and decide whether or not we should adjust our campaign in order to accomplish our goals.

When looking at campaign results, there are many common mistakes that can be made. Here’s a couple to consider according to Forbes.com. The first is starting analytics without a clear goal. Although this seems like advice to consider in the beginning of campaign planning, which it is, it still applies greatly to the end result. When looking at the data being pulled in, it is important to know which metrics matter to your goal and which results you can ignore. This gives you campaign direction, leading you to a better end result. Another common mistake is creating detailed reports without any business value. The metrics you will be facing will be essentially a bunch of numbers, and it will be very enticing to put all those numbers on a document to impress your boss. Before you do that, take into consideration what really matters to your business, and if the data you are including in a report represents what matters. Including analysis in reports of future recommendations and insights never hurts either.

What’s most important to remember is that if a campaign strategy isn’t work or giving you the business results you want, it can be changed. Digital strategy isn’t set in stone and if you’re not happy with the results, learn from your past tactics and adjust for the future! Taking the time to evaluate what’s working and what’s not will only benefit and guide your campaign to help it further succeed down the road. With that being said, it’s time to let you lose into the once scary world of digital analytics. I hope you now know a little more about the great unknown that is digital data, and feel somewhat comfortable navigating it yourself! Developing a successful digital analytics campaign takes time, but now you have the correct steps and tools to test the waters and eventually execute a killer campaign.

Source:
https://www.forbes.com/sites/kateharrison/2016/10/05/5-mistakes-that-can-kill-your-digital-analytics/#157e00e51c7a