- Summary report
- Data, MVT, A/B Testing plan
- Opportunities and next steps
Starting with Data
Like most companies, Data governance and management is an issue. Most lack standard practices to capture, extract, clean, and visualise data in ways that lead to useful insights. Cultural barriers prevented them from developing the right mind-set and capabilities to adopt new technologies or agree on an approach.
Together we’ll need to set you up for success by using a KPI monitoring system or a spreadsheet with all critical metrics you’d like to measure month-over-month. Only tracked KPIs can be improved.
By setting you up this way, you can use the data to enhance your marketing strategy and focus your time and resources on the most profitable lead sources.
There are five main categories of marketing KPIs:
- Lead generation
- Website & traffic metrics
- Paid advertising
- Social media tracking
I won’t go through each on in these pieces as I’m not a marketeer, but we’ll use them to create our performance metrics dashboard.
Once we know what to track, we’ll set-up scenarios to see why they’re happening—using tools like Hotjar, Firebase and Google Analytics.
If we need social listening and market analysis, we set-up Hootsuite to track, analyse, and respond to conversations about you on social media. It’s a crucial component of audience research and plays an important part in your content strategy.
We run a design sprint to ideate and prototype solutions to the problems found and test against them. The testing method is dependant on what we produce and what scenario we want to test. But the options are unmoderated user testing, A/B and multi-variant testing.
Here’s the best bit; the testing data and results go back into the performance metrics dashboard. So we can rinse and repeat this process until you’ve peaked or market trends force you to try other methods.