There are many intangible components to how a company operates - coworker friendships, management styles, and employee trust, to name a few. While we would never argue that everything should (or can) be quantified, failing to measure progress and leverage data can lead a company astray.
Most organizations have an abundance of data, which can be both a blessing and a curse. But when companies know how to manage that data so that it works together and deploy it across teams, it can be beautiful. To get here, a few things need to happen first.
Data for Everyone
Data and analytics shouldn’t be relegated to the back offices of data scientists and marketing teams. Creating a data-driven culture means everyone should have access to relevant data and analytics.
Let’s take customer service and support teams. You may not think they need access to data and analytics, but user data and statistics can significantly improve their day-to-day operations as well as help meet longer term goals.
For example, integrating your analytics with your help desk, will track, in real-time, when tickets are created and solved. These events will be added to your analytics as custom events. This means you can use them to generate analytics reports, create segmentation filters, and more.
Integrating your analytics and help desk also enables your support team to prioritize help desk tickets based on a user’s engagement and other factors. Now, an online retailer can use this integration to automatically mark help desk tickets submitted by “top spending customers who have viewed at least four products in the last week” as “high priority”.
In addition, giving your customer support and service teams insight into how customers are behaving helps them serve customers in a better and more personalized way. The screenshot below shows a Customer Profile, detailing a customer's activity, embedded directly within a help desk ticket. That’s just one simple way proper access to data can make customer service and support teams more efficient on a daily basis.
Once you start connecting all your disparate tools - such as your help desk, CRM, or marketing automation tool - to your analytics system, you see that much of what every team does can, and should be, measured.
A Consistent Set of Data
If you’re only going to follow one piece of advice in this post, this one should be it: Your entire company needs a single, consistent set of data.
Consistent data across teams is the only way to truly transform your organization into a data-driven company.
This takes us back full circle to the point above about integrating data from your many tools with your analytics system. Putting all this data in a single place (your analytics system) that has robust analytics reporting and automation triggers, makes it simple for your entire company to work off a single set of data.
If everyone starts from the same place, with the same numbers and information, then they can collaborate, analyze, and evaluate as a single unit.
For example, Anthony Soohoo, CEO of Dot & Bo, a fast growing online home goods retailer, said deploying Woopra’s analytics across their entire organization gave the whole company a single, consistent set of customer data. According to Anthony, it was this company-wide consistent set of data that transformed Dot & Bo from an opinion-based to data-driven culture. Hear it in Anthony’s own words in the video below.
Finally, consistent data deployed across all teams will almost get you there, but you also need to set measurable goals in order to become a fully data-driven company.
Measurable goals give teams something to work towards, as well as an objective way to evaluate their own performance. We all basically know this, yet rarely put it into practice.
The missing piece is often as simple as a monthly report, which can even be scheduled to automatically be sent by email. So why don’t we all do this?
The day to day operations are usually front and center in our minds so we postpone simple tasks like these that we see as less immediate, and therefore lower priority. However, this is exactly why setting these measurable goals is so imperative. They are a constant reference point that keeps teams focused on the final outcome.