Access to so much data has made analytics overwhelming for many a lot of marketers. There are so many points and angles to look at, too many.


We have traffic data, conversion data, lead data, email marketing data, social media data … the list goes on. Figuring out what to look for, how to look at it and how to interpret can be tricky and even tedious. We therefore, advice that you have some sort of framework for keeping track of the important things you need to keep track of. These points will help you in creating a framework:


Define your precise goals. What are your goals? What are the problems you are looking to solve and what data do you need to know how to approach the problem? Walk your way back from here.
Make sure you have a schema, it doesn’t have to be a sophisticated schema – a simple schema to keep your eye on the goal. This gives you some sort of direction on what you are going to track. This helps you define what success looks like, so you don’t swim in data and get confused.


Don’t measure too many metrics, so you don’t have an avalanche of data points to sift through, which can lead to reporting issues. You need to be able to create digestible reports. Before you even set out to implement tools, you need to acknowledge that your reports matter. Let your team have at least one data-centric person and one business minded person on it, so as to balance and keep your eye on what matters and what really needs to be measured.


Keep track of updates. As campaigns change, new teams come on board and tools are updated. You should keep track of these changes and know what is current. Every update and feature in your product/website needs analytics thought into it. Before any updates or rework, you should ask the question, ‘how are we tracking this?’


Questions to ask: