Hoarders can never admit that there is a problem. You see piles of junk; they see mementos of happier times. You see danger around every stack and heaping mound; they see organization opportunities.
But it’s not just “stuff” that can be hoarded. Analytics data hoarding is a very real threat to today’s businesses – and many don’t even know it’s a problem.
The Truth About Hoarding Analytics Data
It’s becoming common for businesses, especially those with a larger workforce, to keep analytics data restricted to a select number of people. The business leaders behind the decisions quickly become data gatekeepers, pushing the chosen few to become insight hoarders.
It’s important to share so-called “data analytic love” with all relevant departments instead of just a select few. Here’s an example:
John is hired by a company to handle its insight needs. Once a month, John spends hours upon hours compiling, interpreting, and presenting data on top of his regular tasks. Key members of all departments are required to attend a monthly meeting where the findings would be presented.
Not only is this a waste of time, it also prevents each department from reacting and responding to a sudden change, whether good or bad, in the analytics. This system also leaves a gaping hole in website insights in case John needs to be out of the office for an extended period of time, such as recovering from an emergency surgery.
Instead of relying on the “analytic data gatekeeper,” it’s time to share the data and analytic technology with other departments.
Wait! Beware the Dangers Of Opening The Data Floodgates
The solution isn’t to simply unleash the torrents of analytic data to all departments within your company; pause momentarily to ensure it’s done the right way. Merely giving everyone access to these accounts won’t yield the results that your business desires. It could instead backfire as people use a product they don’t understand and struggle with burnout as more tasks are heaped on their plates.
Instead, I would highly suggest taking these steps to create analytic-aware, insight-driven departments. Remember: Your business spent a period of time vetting new analytic insight technology and should dedicate a similar amount of time to train employees to use it.
- Train entire departments at smaller companies or designate two or three people per department at larger companies to learn how to use the tools at your disposal and encourage them to learn more about insights in general.
- Don’t oversimplify the lingo. Teach everyone who will be accessing the data the phrases they need before you start throwing out terms like “scroll depth” or “segmentation.”
- Not everyone needs to be an expert on the tools, but you need to have a few key people who are fully trained who can help answer questions as they arise.
- Give people incentives to check insights on a daily basis. Some companies gamify it to create a competition while others may instead choose other rewards, such as company-paid lunches or outings, when goals driven by daily analytic checks are met.
- Meet regularly to stay on top of goals and discuss strategy. It’s also a great time for everyone to brainstorm opportunities to make changes based on insights, not gut feelings.
Here at Lucky Orange, we have a firsthand look at the benefits of giving virtually unlimited analytic access to our staff. We made sure at least two different people from each department are involved daily with checking insights, which admittedly should be expected from a conversion optimization company like ours.
Needless to say, this cross-department engagement has only helped our business grow. For example, if our data show an increase in visitors experiencing web errors, our tech team may raise the red flag and bring in customer service for more insight. Since the insights are shared, everyone can look at the data directly and bring their own set of eyes, expertise, and background to the table for further analysis.
As you can imagine, communication between departments is second to none. Since everyone knows the general terms of these insights, no time is wasted in addressing the underlying issues. We also lean heavily on Slack and text messages to make sure we’re all on the same page and that nothing slips through the cracks, even after hours.
The results have been promising. Issues still happen (as they do with any website), but our responses are swift and focused. Not only have we increased our sign-ups and reduced bounce rates, but we also have been able to keep our customers happier.
If you’re scared of letting your departments loose, here’s some good news – it’s not nearly as terrifying as you would think.
Remember, you hired these professionals in the first place. If you don’t trust them with your company’s analytic data, why do you trust them with the future of your business?