Many companies offer “Audits,” so there is a wide range of definitions and hard deliverables associated with these types of services.

At Serengeti, we define an Audit as a data-based assessment of a client’s digital marketing/communications program, including:

1. Content assets used to attract and convert traffic;
2. Traffic driving tactics and engagement activity across all digital channels;
3. Conversion performance;
4. Analytics/data infrastructure.

In our view, an Audit should be based primarily on hard facts and concise data. Due to data and information gaps, Audits almost always include some “best practices” recommendations. However, we are uncomfortable with the word “Audit” if the assessment and/or recommendations are based primarily on a best practices review.

Since we are data junkies, there are few things more exciting to us than an Audit. Digging into the data, connecting the dots, experiencing the “aha!” moments…it’s, well, FUN. Even if we didn’t enjoy it so much, we would still encourage Audits. In fact, we like to start every client engagement with an Audit. Why?

You can’t be successful without a plan; you can’t create a successful plan without fully understanding where you are now (where you really are, not where you wish you were); and establishing where it is you need to go.

So, what should you look for in an Audit?

A good Audit should give you a firm grasp on the following:

1. Performance and ROI assessment of all current channels;
2. Where you are in comparison to your top competitors, not just in search rankings or pay per click but across all digital channels including social media visibility and engagement;
3. The reliability and implications of your existing data and specific instructions for fixing any problems;
4. Identification of data gaps and recommendations for improvements, including integration of data sources;
5. Revised goals and metrics for each channel in your marketing mix; Revised goals and metrics for your Web site(s) and recommended enhancements to the conversion funnels/persuasive architecture of the site(s);
6. A two to five year plan with specific, detailed recommendations on content assets, traffic driving tactics, communications tactics (social media, new media engagement, etc.) conversion enhancement, testing and data infrastructure.

If Social Media is part of your communications strategy, your Audit should also include Opinion Mining/Buzz Monitoring in order to determine what is being said online about your brand, your products, your customer service, your competitors, etc.

An Audit is a great place to start if your marketing program is under-delivering. Audit findings based on real data can also help make the budget case to upper management for enhancements you may want to make to your web site, and/or marketing tactics. And of course, there is nothing better than data (or the obvious lack of it) to make the case for investing in Analytics.

Filed under: Analytics, Audits on Wednesday, February 27th, 2008 by Nan Dawkins | No Comments
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