Are You Failing to Get Clear Reports From Google Analytics?

Does the business executive in you sometimes long for the sense of freedom you had on the beach as a kid?

Where you could build the sandcastles you wanted.

Straightforward, or more elaborate, exploring options as you wished..

Pursuing your ambition…your vision

But few people working to make a business great, needing to use Analytics, will feel they’ve got much of that long lost summer freedom…

You see many people will suggest..

– Your data and reports are a result of the technology you’re using? [picture of high security prison fences]
– Proposing change is risky – particularly if the board could identify you as the culprit? [warning signs..]
– It’s safer to stick with what’s working (supposedly) than disrupt it all in the hope you get easy to understand reporting.

But what if talking to the right people could make all these imagined barriers disappear?

Setting everyone free to develop and realise their vision of what the reports and the business could grow into?

Using simulations to produce real Google Analytics reports..

Using this reality to excite people about opportunities. Stopping Google Analytics being part of the prison wall keeping your business hemmed in.

Google Analytics upside down

Do your clients’ find Google Analytics reports difficult to understand?

Is it just people haven’t been taught to read it, not found the right teacher yet??

Let me suggest the difficulty isn’t about teaching (really…) Not about the lack of understanding… At least not in the way you’re probably thinking it is..

To explain… Most people approach analytics the way they’d approach a safe with a key…

They think… Let me test the key. If the key doesn’t fit they go look for a different key. The unspoken assumption is the contents of the safe are valuable…

But Google Analytics (the “safe”) doesn’t magically have gold in it… it reflects what it was told – or more accurately it reflects what it wasn’t told.. the gaps…

You see the underlying problem isn’t that your clients don’t understand their Analytics – it’s that their Analytics doesn’t understand their business.

So the real task isn’t to find the right teacher…. it’s to find someone who can translate their business for Analytics…

Then it’s far easier… they’ve already got the key…  ‘cos they understand their business…

Map Your Organisation Into Analytics

How could we make it much easier for the client’s people to read their Marketing Analytics?

Well.. an excellent strategy is to map the organisation onto the Analytics…

This may sound odd… but stick with me for a bit…

Corporates have an organisation chart.. people in layers – each with particular responsibilities.

So for example John’s the marketing manager for Northern Europe. whilst Claire looks after Southern Europe and other managers look after Middle East and Africa
all of these managers are responsible to the Marketing VP EMEA
and the regional VPs are responsible to VP Global Marketing..

So I’m suggesting the smart approach is to make the Analytics answer questions relevant to a particular level..

So with reporting designed for marketing manager level…answer
How many downloads, signups, occurred in Northern Europe for product A.
how many for product B in Southern Europe and so forth

And then moving up to views for the Regional VPs – We’d be answering…how many conversions were there for a group of similar products happened in EMEA?
how many in APAC ? etc,,

Now, none of us are naive. This doesn’t “just happen”… It takes some serious organisation/ planning. particularly from the mess we can be looking at..

And our experience is creating a working simulation in Google Analytics is really helpful. Making it so people can picture the end result before committing to changing the live GA reports. It can make it much easier to get the political buy in…