In my many years of working with SMEs, there is one mistake I keep seeing companies make. They do not track their digital channels. Be it Social Media, or Email, or even your Website, you cannot improve what you aren't measuring.
In my many years of working as the head of technology at a BDSP for SMEs, there is one mistake I keep seeing companies make. They do not track their digital channels. Be it Social Media, or Email, or even your Website, you cannot improve what you aren't measuring.
You cannot improve what you aren't measuring.
Oftentimes clients come to me with vague asks... or even asks that are not directly connected to the performance of their digital channels. Damola, our website isn't bringing us clients. Our Social Media isn't popping. We do not know what to do.
My first question is always, "How do you know this? What are you measuring?" Because if you are not measuring, on what basis are you asserting that X channel isn't performing? And if you are measuring, is the metric you are using, actually tied to your channels performance?
For example, take the assertion that your website isn't working because you aren't seeing an uptick in revenue. Is your website an E-commerce site? i.e. A site on which you can buy and pay for your purchases online? If it is not, then your revenue isn't actually directly tied to your website. Meaning that there are some layers between a website visit and a purchase that you aren't looking at. So your site could be working fine and one of those other layers is not.
Which is why the first step that we take at TMC Insight Labs, is to set up measurement. Measurement allows us to go beyond the question of what is being done, to asking whether it is effective. It allows our clients to see not just what we have changed, but also, how that change has improved performance.
We use tools like Google Analytics to get insights into how your website is performing and whether it is indeed getting more traffic from Social Media or Email or elsewhere, depending on the service we are providing.
Our other tools, like Mailchimp and Wave and Wrike provide their own analytics suites that give us insight into relevant metrics. This makes all the difference because it is only once you begin actively measuring that you can begin to proactively improve.
This makes all the difference because it is only once you begin actively measuring that you can begin to proactively improve.