More and more organizations are becoming data driven organizations. Key business decisions are being made less on gut feel and more on hard numbers. The key question is can you trust those numbers? Do you know how the numbers are collected, processed and finally presented to you in various reports?
At the core of most analytics systems is a web analytics tool, something like Google Analytics or Site Catalyst. Are they properly configured? Are they providing you with all the information you require to make well educated and informed business decisions? The surprising answer is in most cases they’re not. CMOs, CFOs and CEOs don’t always know what kind of information their systems generate nor do many marketers know how to optimize the analytics system and combine data from other systems (big data) to deliver a cohesive picture of how all aspects of a digital marketing effort are performing. One can no longer simply count and report on page views, site visits and bounce rate.
During the audit process, K’nechtology interviews all stakeholders to determine what their goals are and how knowledgeable they are on what their analytics solution can provide them with both today and tomorrow. K’nechtology also reviews the configuration of your analytics solution either independently or in conjunction with a representative of your company.
Once all the facts and discoveries have been audited and reviewed, a detailed audit report is prepared to highlight the good, the bad and sometimes just what’s missing. These findings are presented to all stakeholders in a meeting.
Contact us, for more information on obtaining an audit or for a quote.
Marketing Land’s Why You Need An Independent Analytics Audit by Alan K’necht
Marketing Land’s The future of digital advertising: Ads that look back by Alan K’necht