What tracking do I need for my company?
In general your company should track as much information as is required to generate the reports you need to make meaningful, data driven decisions.
Even if you aren’t using a certain type of data currently, it is always available to track data you think you might want in the future over time as you can’t go back and get it later in most cases.
What is a data driven decision?
A data driven decision is one that is based on the actual data available rather than one made by gut or by anecdotal evidence.
What data should my company track?
Depending on the size of your organization, the amount of data your company should track can vary widely.
Some companies have established departments for marketing, sales, operations, hr and compliance. Each of companies could require a different set of data from your website and company communications.
Most small companies only have marketing, sales and operations to worry about.
Regardless, each of these departments rely on certain data to do their jobs. These are called key performance indicators (KPI) or metrics.
Any good tracking plan will start with a list of requested KPI’s from each department. Those metrics will then be tracked through tools like analytics, kissmetrics and hotjar and sent to tools like google studio or Microsoft BI in order to be turned into meaningful reports.
Maintaining data integrity in this process is very important to ensure the quality of the resulting reports.
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What are the benefits of implementing tracking?
Understand Your Web
Having the correct reports can help you understand current visitor behavior.
This helps you steer visitors to the exact content they want resulting in a better experience and better outcomes.
Evaluate Your Systems
With good data in place, you can start to make decisions on how to optimize and improve your offerings.
Good results can be replicated and poor results can be revised.
Review meetings can spent on strategy rather than trying to interpret results.
No meaningful decisions have ever been made with a pie chart.