The most successful analytics teams can resist appeals to collect data for its own benefit. A few arbitrary metrics and data will not help a functional team make critical, directional decisions. If an agency is unable to deny these requests, it’ll become overloaded with the task of dealing with them. This is not the best use of their time.
It’s easy to get into bad habits when you don’t have clear guidelines. It’s important to have an analytical framework in place that will ensure that reports are built with purpose and a uniform framework that is understood by all employees of the agency.
When developing an analysis, it is essential to provide the right context to ensure clients understand the importance of the results. For example, presenting data on performance within a set benchmark or goal of the campaign will enhance the value of the information being offered. It’s also important to limit the number of metrics included in any report. Too many metrics could lead to confusion and overload of information.
It’s also vital to be proactive in running regular reports to avoid data backlog and overflow. A frequent reporting schedule will allow teams to focus on the current state of the product and spot any fraud indicators, errors or inaccuracies well before they cause significant harm to the business. This is particularly crucial for companies that heavily rely on third-party tools and have complicated data sets that do not always sync seamlessly.