Audit and Solution Design
A 5 Step deliverable to take you from analytics anxiety through solution design.
Audit & Solution Design (Overview)
What is it?
Marketing analytics should be generating insights in two fundamental areas. Marketing spend efficiency, ROI and Customer Journey Optimization, improving your ability to reach and influence an audience.
Audits with Solution Design, therefore, are the process we go through to evaluate your current ability to surface accurate insights. A process that involves reviewing your current business goals, current data collection process and the impact current insight collecting is having on your business.
Discovery Calls
(Step 1)
Are you aligned?
We will conduct thorough discovery calls with all marketing connected stakeholders as well as any technical stakeholders to ensure we have a broad picture of what you NEED from your analytics in order for your business to improve ROI and reduce customer friction.
Often we find varying levels of alignment between stakeholders, but as a 3rd party with outside influence we can recommend what is in the best interest of the company.
Insight Generation (Step 2)
Where do they come from?
What is an insight? You’d be surprised at how little agreement there is in the marketing space on the definition of an insight and delivering insights is the product of any marketing analytics engagement we feel it’s important to have a clear definition to build your system around. So here is ours.
Definition of an ‘insight‘: a deviation from an expected result.
With that in mind we need to find all the places any deviations in marketing data may be found so that we can identify them, prioritize them and surface them to the proper individuals who will then use them to improve business outcomes.
QA The Data
(Step 3)
The good, the bad, the ugly
Review tracking for key conversions and engagement.
- UA "Goal"/GA4 "Conversion" tracking
- Custom engagement tracking
- Custom dimensions/metric usage
- Custom segment usage
- Content grouping usage
- Cost data integration
- Site search usage
Review analytics tags and data layer strategy.
- Review all analytics tags and plan for any migrations/alterations
- Review all GTM tags and plan for consolidation
- Review priority of tag firing and weight of tag manager container load
- Review of product-based call data layer events
Assess the time-saving efficiency and technical performance of the tag manager and data layer.
- UA "Goal"/GA4 "Conversion" tracking
- Custom engagement tracking
- Custom dimensions/metric usage
- Custom segment usage
- Content grouping usage
- Cost data integration
- Site search usage
Review Analytics Set Up:
- Referral exclusions
- Cross-domain tracking (where applicable)
- Channel groupings and plan for implementing channel grouping in GA4
- User ID (cross-device) tracking
- Inbound traffic tagging strategies and best practices
- Accuracy of source/medium attribution
- Custom segment usage
Assess to what degree data can be segmented and aggregated to evaluate business goals.
- Google Analytics account, property, and view structure
- View filters for isolating only production data
- Exclusion of Analytics spam/ghost traffic
- URL and query parameter uniformity
- Hostname considerations in page path reports
- The configurations we currently have in place may or may not be needed
Reporting Review
(Step 4)
Who needs to see what?
Business leaders easily become blind to data in charts. In fact, an entire movement within the analytics community was born out of this blindness called ‘data story telling.’
The issue may be that data needs a story teller, but it’s more likely that in an effort to be comprehensive a team has over-reported and fallen victim to the ‘report everything’ mentality.
Data is not useful if it’s in a self-serve buffet style arrangement. We believe that with some care, thoughtfulness and strategy we can help you deliver the right KPI’s to the right people so they can make the best decisions possible for their role.
Roadmap Proposal (Step 5)
Technically defined engineering
After the review is complete our Analytics Architects will lead our team in preparing a technical roadmap of engineering implementation to fundamentally transform your analytics from something that drives anxiety into something that drives growth.
The written proposal will be delivered via a conference call with all the necessary stakeholders to discuss results, answer questions and address next steps.
We believe data should be helpful, and we can help you get it there.
Measure your marketing impact
Ready to see how proper analytics can drive growth for you?
Schedule a strategy call today. Learn how a proper analytics practice can help you:
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