The truth is that I decided to take a break from writing, since I didn’t have much to say, or rather within the agency -social industry- we were going through a series of changes/transformations (which are still in process) and all my attention I was focused on that, it’s still going on, although the difference is that now I really want to tell you a little about what we’ve been working on.
And well, without further ado… the time has come! Everyone to make decisions based on data!
I think we have all heard this phrase: “you have to make decisions based on data” or “make decisions based on results” and, in one way or another, we do, since we can take different KPIs as a reference depending on the the turn of your business, whether you measure it in sales, in calls or in some qualification of your clients in terms of service.
Based on these KPI’s you can somehow make decisions to increase your sales, or improve your service, but let’s go further.
There is information that, although it is there and the difficult thing is not that it exists, but to read it, analyze it, and interpret it so that it is your best weapon in making decisions for your business, it is also a term that you have surely already read for there, the famous “data mining” and it is just that exhaustive work to search for information that helps you make more and better decisions.
One of the great challenges we faced in order to provide this service to our clients was to put ourselves in the shoes of each one of them, to practice empathy towards what they want to achieve and how we can achieve it, since if we are not clear about what it is the objective of our clients, we will never be able to direct the strategies towards that goal. In the same way, if we are not clear about the objective, we will not know what information we should look for, analyze and interpret so that this is a tool for our clients and they can make more and better decisions in favor of the business.
For this reason, I want to propose some steps so that you can have a guide on how to start this data analysis process, or, if you are already on that path, you can improve and go through this learning curve in the best possible way.
- There are countless paid tools that tell you that they will give you what you need. The truth is that many are VERY good but the reality is that none will do the job for you. You as the leader and responsible for extracting, analyzing and interpreting the data, will be the mind of this and no tool will automatically give you what you need, you have to know what you want to know how to use it and in this way that the tool is useful to you .
- Use the free first! And a little continuing with the previous point, I recommend you first extract the information with the tools that are totally free, for example Google Analytics, which is a super tool and if you stick to it, you will be able to discover a world of information that I am sure It will surprise you. Also the Facebook tool, once you have installed the pixel on your website, will give you a lot of information about the traffic you are generating with the campaigns you are implementing and much more information that will give you the guidelines to improve and optimize your campaigns.
- Once you have your stack of information, what next? What do we do with it? I recommend you use Google’s Data Studio tool, which is also free and you can customize your Dash Board with the data that is really relevant to your business.
It is very important that you keep in mind and be aware that this is a never-ending story, never think that the report is already static or that it will no longer have to be changed or improved, on the contrary, make amends, that the change and improvement is the only constant and that is exactly why I recommend Google’s Data Studio, which the truth is that for us as a digital agency it has given us a good implementation for this transformation process that we have implemented in Social Industry. Precisely for this reason, today I present Industria Social as a digital performance agency that goes a step further than just being an agency that makes a nice post.