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Delivering a strategy that is not effectively measured can create confusion or a lack of transparency that is impossible to come back from.   In other words, if your strategy is set in motion but you cannot prove that it is delivering any results then it can quickly receive negative feedback from your internal stakeholders and can even be cancelled by your decision makers. If your goals cannot be demonstrably met, how will you or, perhaps more importantly, your stakeholders ever know if your strategy has been a success or how to adapt it going forwards. Everything before this point becomes utterly meaningless without ensuring that your analysis is implemented correctly and is future proofed as much as possible.

Digital marketeers are fortunate (and some may say also unfortunate) to have endless tools and data at their disposal to enable full transparency. The challenges here are therefore, not the limits of technology or visibility, but in the strategic implementation and reporting of the data that is outputted.  Understanding how best to use this data and how to fit the pieces of disparate information together to form solid insights is an art form as much as a science.

In my book I look at the following areas of analytics:

  • The reliability of data based decisions
    • The human error factor
    • Aligning disparate data sets
  • What are analytics?
    • Server based
    • Tag based
  • Tools and technology
    • Web analytics
    • Social analytics
    • SEO analytics
    • UX tools
    • Tag management
  • Attribution Modelling
  • Reporting

You can find a fascinating case study of analytics in action here or for more information get a copy of my international best-selling book, Digital Marketing Strategy.

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