We are often called upon to incorporate data intelligence with communications. While somewhat intimidating for those who see themselves as creatives, writers or relationship creators, analytics empower smarter work.
Demand Success 2014 Keynote Avinash Kaushik, the author of Web Analytics 2.0 and Digital Marketing Evangelist for Google, is a passionate advocate of data analysis. We read Avinash’s book Web Analytics 2.0 and discovered some amazing advice on how communicators can best incorporate data into their everyday work. Here are some of the top takeaways:
1) Segment or Die
Differentiate communications for your stakeholder segments, Kaushik says. For example, create unique updates for Twitter, Facebook and LinkedIn. If LinkedIn visitors are staying on site and converting more frequently, up your ante as compared to Facebook.
2) Decisions with Precision
One thing Kaushik hammers home is that data informs, but even the best web analytics software package provides only part of the picture. He stresses that making a decision with 90% certainty is the best way to proceed with data. It’s too easy to pick apart and defeat any data metric before achieving 100 percent certainty.
3) Test, Try, Test Again
When in doubt, test your communications. Testing is part of optimizing, and there are enough ways to do it online today in a discreet fashion so that you can “fail faster,” says Kaushik. By finding the best communication method to galvanize a segment, you increase desired outcomes.
Applying data is often a question of letting it lead you to the fastest path to results. So instead of getting intimidated, tighten your focal area, see what the data tells you, decide to act, and then test your actions before making a big splash. Those are easy methods to make data work for you.