How many times has a B2B client said to you….”We just want a basic report, you know, just the top level stuff”.
Only you know deep inside that most of the actionable insights and the golden nuggets lay hidden deep inside the data chucked (puked) out by your analytics software. It’s where the sexy stuff is but only you and I know that and it does take time to find those golden nuggets.
A ‘top level stuff report’ means Visits, Pageviews, Time spent on site, Overall site bounce rate and all the other aggregated data presented on dashboards. It’s only this data that c-level execs understand and can get to grips with easily so it’s all they require and as a result many strategies go stagnant after a few months or buy-in for further improvements take longer. As soon as you mention:
“75% of traffic has been generated from non-brand related keywords, an increase of 15% from last quarter, therefore the SEO strategy seems to be working so we should drill deeper to see how we can further optimise the strategy”.
“All I want to know is top level stuff ok?”
So as us #measure peeps seek to further our knowledge and keep up with the latest technology and new ways of measuring new channels, what are we also doing to educate the so-called non-#measure generation? How do we educate clients to accept more complex reports/presentations and action the insights presented to them.
I am talking here about the HIPPO’s who were brought up without the Internet, their website has only just become an importants part of their business and measurement was never a REAL priority for them?
In the next few months I will be running workshops for our clients so I can a) break em into the #measure world b) get them over the ‘i just want a top level report’ requirement and c) make them think harder about their next campaign, strategy and plans.
I’d be interested to hear from others how they overcame the ‘top level stuff only please’ type clients and how they nurtured clients to educate and understand the importance of #measure.