I recently started to analyze how one of our new clients has their analytics package setup and if it’s configured to report on the appropriate KPIs.  As is often the case, there is a ton of data, but no structure or reasoning for what data points were being used.  In addition, it has been difficult for each stakeholder to go in and find the data they need to analyze in order to make data driven business decisions.

While it’s great for an executive or director to look at trends for your top level data, that same data isn’t going to be of much use for those responsible for specific aspects of the site or the marketing initiatives that are driving traffic to the site.  If you want each stakeholder to actually use the data coming from your analytics package then you need to provide them with an easy way to view the data that is relevant to their business area and have the capabilities to dig deeper into the data if necessary.

That is accomplished by creating dashboards specific to each stakeholder.  Each dashboard should provide the trends for the segments and KPIs that are relevant to each stakeholder.  This provides a picture of what is happening without requiring people to dig for the data they need.  If you make the data easy to find and easy to understand then each stakeholder is going to be more likely to use the data to drive change and improve the business.

Filed under: Analytics on Tuesday, October 23rd, 2007 by Nate Linnell |
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