Making The Case: Turn Web Data Into Decisions That Matter

When web reporting becomes rote, chances are you’re missing out on insights that could meaningfully improve your business. The proliferation of marketing analytics dashboards these days means most people are drowning in numbers.

But having more data doesn’t mean you’re able to make better decisions. Being “data-driven” isn’t a volume game. It’s about discerning the insights that can actually move the needle. Looking at the right metrics and connecting them to desired business outcomes can transform your web tactics into real strategic advantage.

There is truth to the mantra “what you measure, you can improve,” but you must make sure the metrics you are targeting can truly have the impact you’re looking for. The good news is that there are straight-forward solutions that can help you transform web data into intelligent marketing action. How you approach web analytics will determine how far your digital investments can take you.

Beware the five biggest data traps

The way you’re thinking about your data can actually make effective analytics impossible. When it comes to data, we see five traps that clients fall into:

1. We are data-driven. When overused, some phrases become meaningless. This is one of them. Too many businesses confuse having lots of data with effectively using that data to drive better results. If you’re looking at the numbers without context and without drawing meaningful insights built on human instinct, the data will drive you nowhere.
2. Let’s add it to the dashboard. Bloated dashboards make finding the important insights almost impossible. Without a thoughtful dashboard strategy that aligns your business goals with what you’re measuring, it’s easy for dashboard to grow at the whim of any stakeholder. Staying focused on the numbers that actually make a difference is essential.
3. Our traffic is up! Vanity metrics are dangerous. You want to make sure the things you are paying attention to actually move the needle in the right direction. Traffic numbers can be driven by a wide range of factors and it’s only important when those visitors take the actions to move them along your sales process. Make sure you aren’t being distracted by shiny objects.
4. We shared the report. The danger of passive reporting is that no one is taking the responsibility for interpreting the data. Without insights that drive actions, web analytics do little to move your marketing and strategies forward.
5. Let’s automate insights with AI. Automation without thoughtful interpretation usually just creates more confusion. You need to ensure that you’re automating the right analysis and actions before AI enters the picture.

Think of your data as the evidence, not the answer

While they say numbers don’t lie, they can lead you in the wrong direction if you let them. Marketers need to be careful not to give the numbers unrestricted power. Remember that web analytics on their own shouldn’t be considered a recommendation. Data supports recommendations, but it’s incumbent upon you to make the case. This is why just creating a dashboard is insufficient. Think like a scientist, build your hypothesis, and use the data as supporting evidence.

Doing this demands that you consistently evaluate what you are measuring against your business goals. When you share data, be sure to ask yourself what you want your stakeholder to do or know based on this information. Then continuously reassess the evidence, the recommendations, and the results that the actions you recommend have. This is a ongoing process that requires regular refinement.

Make the case with maximum impact

Making a strong case demands a solid, easy-to-understand framework that can lead your decision-makers in the right direction. It shouldn’t be overly complicated, but you also don’t want it to be so simplistic that people doubt its substance. We recommend a context-insight-recommendation structure.

• Context: This is your opportunity to frame why your stakeholders should care about this decision. You want to paint a clear picture of the situation and connect the decision directly to existing strategic priorities or business objectives.
• Insight: Use the data you have to point to your recommended action. Highlight the finding or data trend you see in clear, non-technical language. Showcase the insight based on why it matters for the business.
• Recommendation: Clearly outline the specific action you recommend based on the context and insights presented. Be sure to provide clear guidance on what you want your stakeholders to do. Avoid leaving things open to interpretation. The more specific your recommended action, the better.

Think of this framework as your new reporting format. By making context-insight-recommendation the structure for your web analytics reports, you can avoid unnecessary distractions and keep your stakeholders focused on the next best action.

Replace your dashboards with decision snapshots

With dashboards becoming overwhelming data dumping grounds, it’s time to rethink them. The first step is to audit your existing dashboards. Evaluate each component to determine if the metrics used support actual business priorities. Cut out anything that doesn’t directly align with your business goals.

To effectively use your data to make your case for web marketing actions, you need to create a way to better present your “evidence.” Use short, focused summaries that are explicitly crafted to guide business decisions (see the framework outlined above). These data snapshots keep your stakeholders focused on the most important issues and accelerate the actions that will deliver the results you need.

Deliver snapshots on a regular cadence (monthly or quarterly) to build a consistent rhythm, regularly reaffirm decisions, and stress-test your strategies. Remember, these kinds of snapshots require greater investment of time and thinking. Be realistic about how often you can produce a worthwhile end result. This is definitely a place where quality beats quantity.

Helping clients elevate their analytics

If you’re looking for a better approach to leveraging web analytics to make decisions, the Clear Digital team can help. Data and metrics are an essential part of every web development project we do. As a digital agency focused on driving B2B business results, we build monitoring business-relevant web metrics into every project. Let’s talk about how to align marketing data with business goals. When it comes to making the most of your digital investments, what you measure and how you share it matters.