Why You Need to Invest in the Discovery Phase of Analytics

Topics: Axis41

On November 17, 2016, Axis41 presented alongside other industry leaders including Adobe, Forrester, and Google at the 2016 ObservePoint Analytics Summit. Our very own Danielle Ackles, Director of Analytics, and Scott Cannon, Lead Analytics Architect, joined over 25 speakers to discuss digital marketing and web analytics strategy.

Their presentation “Why You Need to Invest in the Discovery Phase of Analytics” took a deep dive into the planning and discovery stages of an analytics implementation. Danielle and Scott have a ton of experience helping clients implement the very best analytic solutions—like Adobe Analytics and Google Analytics. Because of this, they started to notice a pattern of common pain points and bottlenecks of an implementation.

The problem is rarely with the software or the solution. More often, the problems come with the planning—or lack of it.

The truth is, the discovery phase of analytics is invaluable. Implementations are a huge investment—and a broken strategy puts that investment down the drain. If you don’t put the time in upfront to plan the implementation, your transition will take more time and more resources, and your company will have a harder time adjusting to the new software.

Fortunately, all it takes is a little extra planning at the beginning. If your company is going to make the investment, it’s best to get it right from the start. Danielle and Scott shared key recommendations for a smooth analytics implementation. Here are some takeaways.

1.   Get everyone involved.
From technology to marketing to operations, you want to start with input and approvals from all the stakeholders. Getting everyone on the same page at the beginning will save a lot of confusion and excess meetings in the long run.

2.   Establish a project charter.
Make sure you’re clear on why you’re doing the implementation and what you’re hoping to accomplish with analytics. Outline your resources, budget, and timeline.

3.   Develop a communication plan.
Don’t let the conversation stay at the stakeholder level. After all, the implementation will most largely affect those who actually touch the data every day. They need to know what changes are coming, so they can prepare for the transition.

To get a more in-depth look on how to maximize the discovery phase of your analytics implementation, check out the full presentation below. You’ll learn how to optimize your business analytics strategy and steer your project in the right direction.

For more information about analytics implementations with platforms like Adobe Analytics and Google Analytics, contact us today.