Businesses do not always make the best investment decisions.
They spend thousands of dollars on magazine ads seen by a few hundred but spend only a few dollars on social media seen by thousands.
They spend tens of thousands of dollars on upgrading to fancier signs and decorations around the office but spend only a few dollars on employee wellness and productivity improvements.
They spend hundreds of thousands of dollars on Steve, and Steve is terrible!
Meanwhile, they spend nothing at all on analytics, preferring instead to make decisions based on gut and experience and magic 8-balls and Ouija boards.
The truth is that we live at a time with outstanding access to information. Never before has any business been capable of accessing this much data – this much of a wealth of information about customers, sales, conversions, and more – all in ways that are also cost efficient and intuitive.
Your Business Needs Analytics
Modern web and app analytics software makes it possible to collect, measure, and analyze an abundance of data so detailed that it can be easily used to drive better business decisions.
Marketers, especially, have the ability to access to a fortune of data that the marketers of yore would have found almost excessive in its detail. But it’s not just that there is data available – most web analytics software also makes accessing and interpreting that data easier than ever. What once would take months for only a surface level analysis now can be performed in advanced detail in seconds.
So many businesses are not investing in analytics at all, or are using only Google Analytics to collect aggregate click data with limited value.
For business leaders and marketers, that is simply not enough.
Upgrading to Better Analytics
There is so much potential information out there. With a powerful analytics system, it’s possible to track:
- Double taps
- Mouse movements and more
You can also collect that information with ample user data that is adapted to the way your website or app works, and analyze that information into segments that give you detailed information about users and user types.
Then, you can analyze that information, make changes to your website or business, and analyze the effects of the change on revenue. Whether you’re in charge of monitoring ROI, marketing, company decision making, or anything else related to the business’s growth, this type of detailed analytics is often exactly what you need to grow and thrive.
How to Encourage Your Company to Adopt Enterprise Analytics Software
Businesses both large and small benefit from more detailed, intuitive, and valuable analytics. But sometimes it takes some persuasion to convince your company to invest.
The following are some tips and techniques you can use to encourage your company to utilize analytics software.
Compile Information on Your Existing Data Collection
Before you take your pitch to the boss, figure out what you already are using, what it does, and why it is insufficient.
Most of the time you’ll be using something like Google Analytics, because as a free website analytics platform, it is easy for most businesses to install. But you may use separate data collection tools for things like social media, or you may also invest in some type of SEO tool that provides a bit of demographic data. It helps to compile all of this and the costs.
If you don’t have any analytics software, skip the next step.
Determine Clearly Identifiable Insufficiencies
You’ll then want to prepare a report on what the weaknesses are with these tools.
Some of this analysis will be easy. Start with the following:
- Show why aggregate data is essentially useless.
- Show what little they collect (in the case of GA, it’s basically just click data)
- Show how they collect data (e.g. for GA, time on page is only listed if they click to a new page).
Tools like Google Analytics are so clunky, bulky, and slow that logging in and asking them to try it themselves could potentially be enough to win them over on a new system.
But there are also more advanced ways that you can show how insufficient these systems are:
- Show evidence that hits, bounce rate, etc. do not always correspond to increases in revenue.
- Show how difficult it is to determine funnels based on segments.
- Show how impossible it is to measure which customers are best through these systems.
Google Analytics even has a “Dark Traffic” problem that almost instantly makes all traffic calculations to the site essentially useless. If you use Google or any other free analytics software, you can probably identify a host of problems just by searching for them.
Bring a Real Life Example of a Current In-House Problem
Okay, so you’ve compiled some of the more important background information. The next step is to talk about a real problem that you’re having on the site or app right now.
For example, have you noticed that there are users that are making many purchases and then appear to disappear from your app?
Or have you noticed there are lots of website visitors abandoning shopping carts.
Or perhaps you’re seeing some users visit 10+ pages without making a purchase, and others that are visiting only 2 and buying right away, and you cannot figure out why there is a difference?
Or perhaps you have no clear, data driven strategy to improve conversions or move people down the funnel, and are relying on intuition and guessing.
Or – and this is a common one – maybe you don’t know exactly who your best customers are, and have no way of developing a detailed customer profile.
There are a lot of different examples that can be placed here, but somehow there is a current problem that is needing to be solved. Every business has one, and finding yours is an important step.
Detail What You Need to Find the Answer
Now that you know the problem, describe in detail what is needed to address it.
Do you need:
- Additional Types of Data? Would scroll data help? What about double click data or mouse movement data? Do you need more data on each visitor in general?
- More Accurate Data? Is the data that you currently have either not accurate or not complete enough to draw meaningful conclusions?
- Better Functionality? Do you need a way to examine a funnel, or segment users, or tag (or better yet, auto-tag) users based on behaviors?
- Easier Interface? Sometimes it’s not the lack of data so much as the difficulty in using it. Are there any challenges you have analyzing the data that cannot be solved with better training alone? Do you spend too much time on any one task?
What you need is likely to change depending on the need you’re addressing, but if you have hard examples of what you need to find the answer and proof anything you’re currently using is not enough, you’re off to a great start.
Make a Prediction (Optional)
If these decision makers are likely to be resistant to the idea of investing in analytics, shock them with a bold prediction.
For example, tell them that you expect to reduce churn rate by XX% if you are given web analytics access, or you’re confident you can convert XX% more abandoned shopping carts, etc.
The prediction should be based on the problem that you expect these web analytics platforms to solve.
Not everyone feels brave or bold enough to make that kind of statement, especially if you’ve never used analytics before. But if you are confident that increased access to data will identify opportunities, a prediction is a great way to motivate these decision makers to accept the challenge.
Plan for Objections
You’re going to get questions that challenge you.
These questions might be about budget. They may be about training. They may be about complexity. They may be about implementation, roadblocks, contracts, or supplementary resources and costs.
It is in your best interests to plan for these and have an answer at the ready. Below are some common questions that we’ve heard our users asked, and perhaps these will inspire other potential objections that you expect these individuals to ask:
- Will the program slow down our website/app?
- How much will it cost to install? Will our staff be needed?
- Are updates free and how much do they cost?
- Where will the data be stored?
- How difficult will it be to analyze the data?
- What is the cost of the analytics tool now, and can it be expected to stay at that cost?
- Will the analytics tool cause any potential legal issues?
- Can we go back to the way things were?
- How will I know that you’re able to benefit from the tool?
- Why is it better than free tools like Google Analytics?
Anticipating these questions and others is a smart way to prep for the pitch.
Obtain The Analytics Software Marketing Materials
It’s often hard to put together a pitch of someone else’s product. At the very least, it is time consuming.
You know who has a lot of time to put together a pitch for an analytics product?
The makers of the analytics product.
It is literally the job of the analytics software company to prove to potential customers why they’re useful. They’ve already created the very same information that you’re looking for – information that helps show people why they’re so useful.
So go ahead and grab those for yourselves. Find the links to the intro and training videos, grab their infographics or FAQs, and see what whitepapers, case studies, or other materials they have available that you can show the higher ups.
If you’re feeling bold, you can also contact the sales staff of the analytics platform for advice, feedback, and specific information that can be used during the presentation. Because it’s their job to sell you on their software, so too can they give you what you need so that you can sell it yourselves.
Make the Presentation
Companies that invest in analytics are putting themselves in a position to be more successful than companies that do not. This make sense logically, as more information about the customer and your users can only make your decisions stronger and more data-driven.
But it also makes sense emotionally. Time spent guessing what the customer needs leads to frustration, wastes of time, wrong decisions, and more. Even those with an amazing instinct still struggle to put ideas together, and those ideas either may not pan out or may be at risk for being forgotten when another idea comes along.
Analytics gives you not only data to drive decisions, but also data to track the success of those decisions. It is a positive feedback tool that keeps employees focused and feeling positive about their contributions – because they know it’s based on data and they see the results.
We live at a time where there is a wealth of information available at our fingertips that improves revenue, efficiency, and growth. If it means you have to pitch analytics to help convince people to use that information, it is a task worth undertaking.
Contact Air360 today for more information about our AI based web analytics system.
Prep to Use the Software Fast (if Possible)
When faced with resistant management, sometimes you can pitch the idea of using the software for a trial period (provided no contract is required) to prove its value.
But to do that, you also need to be able to generate results fast. Consider training on the software early – before you have even purchased it, if possible – so that as soon as you get it, you can generate results or reports that convince management to keep the software for longer.
For smaller websites and apps that may be more difficult, as it takes a while to gather enough relevant data of a sufficient sample size to make decisions. But you can still perform tasks that support your judgment even after as little as a month or two, such as creating reports on data findings for different segments.
Create a Single Pilot Project
Interestingly, some management respond better to the idea of one use than many. For example, if you say you need analytics to drive decisions in the business they may be resistant. If you say you need analytics to determine which specific landing page results in more sales of one specific product, they may be more interested.
This can relate back to earlier when we mentioned identifying a real in-house problem. But it may not, as even the in-house problem may be broader than management is comfortable investing in. Choosing a very specific task with the software that should be completed with ease can be a good way to develop the idea that analytics can be useful.
* This may not be applicable for all pitches.
If there is someone on your team or someone already at a higher level in management that you can bring on your side first, it may help to pitch to them before taking it to the larger group. Doing so can give you more voices in support of your idea.