The concept of Digital Analytics and Optimization is to measure all digital marketing initiatives against a set of KPI’s (key performance indicators) to ensure proper performance and to find ways for improvement.
Wow, that’s some marketing jargon. But the concept is simple. Why do you have a web site? Your most important reasons are your KPI’s. Then, how do you know you are achieving the goals of those reasons? You measure your performance against those goals, while continuously trying to improve your performance along the way. The same goes for your email campaigns, or SEO (search engine optimization) campaigns, and so forth.
I’m passionate about Analytics and Optimization because it’s such a tangibly measurable concept. You can keep score. As a competitive person, I’ve always loved keeping score on whatever I do.
Simply, I don’t understand how any organization can spend marketing dollars without involving Analytics in the planning.
Now, here’s another thought. How about running Analytics on yourself in your various roles within your family? What is your KPI as a father, a mother, a son, a daughter, a husband, or a wife? And how would you measure yourself against the KPI’s of those roles? Is your performance in those roles meetings goals — and on a positive trend? If not, how can you optimize (improve) yourself in these roles?
Just like many marketers who often launch a web site without clear goals, many of us don’t think enough about the “goals” and “reasons” of our various family roles. Sure, you may be a good provider as a father. But is that your only KPI? How do you score as an emotional supporter (possibly another KPI as a father)?
The key in developing relevant KPI’s is to get a group consensus on what truly are the most important goals. Therefore, getting your family members to agree on the goals of your different roles is absolutely critical. You must measure the truly important and relevant goals.
In our personal relationships, we often measure the “other” persons’ performance but not our own. You have some detailed opinion about your wife’s or your son’s performance relative to you, but not about your own performance relative to them. All the more reason why this would be a good exercise.
Trust me, if you are like me, you may be humbled at how much potential improvement your personal analytics reveals. Now, Analytics and Optimization can take on a whole new meaning.