7 Practical Steps for Auditing Your Analytics Implementation

Topics: Axis41

Most marketers get it—today’s data-driven customer experiences are what’s driving tomorrow’s business results. A recent study from Direct Marketing Association showed that 20% of all U.S. marketing spend—that’s $156 billion a year—goes toward finding insights within data that lead to smarter customer engagement decisions.

When one-fifth of your budget is slated toward using data to get the most bang for your marketing buck, your confidence in that data is crucial. An audit that measures the performance and accuracy of your analytics tools will show you whether you’re getting results you can trust.

At Axis41, we use the following 7-step process to audit our clients’ analytics implementations, so they know the data quality they’re paying for is as good as it gets.

Axis41’s 7 Steps for Auditing an Analytics Implementation:

1. Know the business’s goals.

An organization’s business goals for the upcoming year should align to variables that provide the insight they need to accomplish those goals. Before we begin auditing, we make sure our client’s goals and variables match up. If they don’t, we ditch their current variables and replace them with ones that will get them closer to their objectives.

2. Fortify the audit foundation.

Before auditing an analytics implementation, the foundation on which the audit will be based needs to be in good shape. This includes things like updating the analytics code you’ll be using if necessary, or determining whether your existing plug-in codes are compatible with your base code. At Axis41, we perform an extensive check of our client’s existing foundations before we do anything else.

3. Select an auditing platform.

There are plenty of companies that offer analytics implementation audits. We use and recommend ObservePoint. Their comprehensive analytics audit provides a baseline that lets our clients know where they are, and where they need to be before they can truly trust the quality of their data.

ObservePoint’s top audit offerings include digital properties across multiple domains, user paths and UX elements, and ever more important mobile web and apps. They’ll also make sure that the analytics performed on your most important pages—the ones that are most critical to meeting your unique business goals—are functioning at full capacity.

4. Prioritize the audit results.

After receiving audit results, we turn uncovered issues into a prioritized, actionable to-do list. The way a list is prioritized—from high-priority actions to low-priority actions—will depend on the business goals we identified before the audit began, and which actions will help our client get there faster.

5. Build a plan of action.

With the prioritized list, we draw a road map that outlines how we will fix the issues, and when our client can expect the work to be complete. This will ensure that no time is wasted between realization and resolution.

6. Run another audit.

After we’ve addressed all of the issues a first audit uncovered, we run a second audit to see whether or not our client’s analytics implementation is back on track, or whether we need to make further adjustments.

7. Reaudit every six months.

Technologies change often. And so do a company’s business goals. To keep variables and business goals continually aligned, we recommend our clients perform an analytics implementation audit every six months.

Get a free analytics implementation audit assessment.

Your analytics implementation can take you far in your journey to becoming a data-driven marketing organization. But if it’s not functioning at full capacity, you could be leaving ROI behind. Get a free Axis41 analytics implementation audit assessment today, and learn how we can help.

Not ready to reach out? Download our 7 steps infographic to share with your team.