Implementing and Maintaining the Right Analytics Mindset


More and more businesses are starting to realise the value of marketing analytics, but inevitably some campaigns are starting to outshine others. It’s been said that as tough as building the right tools can be, encouraging people to adopt them and to do successfully is another battle in itself. One of the main reasons for this seems to be that some people are adopting the analytics state of mind quicker than other team members are. Whilst whole teams need to be on the same page if analytics campaigns are to achieve results, another factor influencing lacklustre analytics infrastructures is that teams are failing to recognise certain important aspects at the outset.

Marketing organisations have to spread their activities across several departments and channels to create successful strategies, and this can create obvious obstacles. Centralising information from numerous sources can be tough, and unifying different organisational groups and departments can be very difficult. However, when companies endeavour to make an organisation integrated, efficiency can be improved and better assessments and analysis can take place. This allows organisation to see how different parts of marketing strategies are interacting with each other to drive sales or achieve other related results.

Nurturing Unified Integration

A concept called “adoption management” has enabled organisations that are split into various departments to nurture integration, even when departments are used to working independently of each other. The term is used to label a series of techniques that have encouraged various team members and groups to adopt and embrace new ways of thinking and doing things. It’s said that there are seven different principles to adoption management.

The first principle of adoption management is goal setting. Goal setting allows a company to clearly communicate the objectives of a new project or idea in a way that is linked to both shared goals and individual targets. Visibility, in this context, is all about showing leadership in an involved and committed way. Meanwhile, transparency, the third part of adoption management is focussed upon giving team member the right to make themselves heard and be listened to, no matter how legit they think that their questions might be.

More Key Principles of Adoption Management

Honesty is the fourth principle and it involves acknowledging imperfections and flaws in an idea from the outset rather than simply ignoring them. Bluntness involves addressing concerns head on in a candid fashion, whilst training is deemed an all-important sixth principle as it enables the programme to be implemented and worked upon confidently by all team members. Finally, communication is the inevitable concluding principle, and in this instance it means that regular communications should be made at all stages, outlining the relationship between objectives and the level of progress that has been made.

An additional key part of analytics management best practice involves relating your current business processes and ideologies to your proposed new project or initiative. If your new initiative is mapped or compared with the way you currently do things and vice versa, your team are more likely to be unified and confident in their efforts and what needs to be done on their part. This gives some much-needed context to your new idea.

Looking At a Phased Adoption Plan

You should also find it beneficial to come up with what is often called a ‘phased adoption plan’. This means introducing the new changes subtly and relatively slowly rather than scrapping everything and making all the changes at once. Creating and promoting a new mindset around analytics is usually an evolutionary process where results aren’t achieved overnight. You should also involve those who are responsible for allocating tasks and suchlike from the outset. The more credible the new approach seems, the more convinced of its quality staff are likely to be.

Analytics allows and encourages those in charge of making decisions to quickly come up with new ways to solve problems. They can experiment with whole new methods of examining and making sense of data to see what is working and what needs to be changed before alterations and adjustments are implemented. Marketers across the world are shifting their approaches after being given access to ever-more sophisticated tools which supply them with increasing amounts of detailed information about customer habits, enabling them to tailor their efforts more closely in line with the expectations, behaviour and interests of customers. Collaboration can play a unique role in analytics as it enables ideas to be shared and new angles to be discovered. The work of data scientists is becoming more and more indispensable for organisations who are looking to improve business, identify new opportunities and see their operations run more smoothly.


Kristoff Doneit


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