Digital analytics is the process of analyzing digital data from various sources like websites, mobile applications, among others. It provides a clear vision to the organization on how users or customers are behaving. Through digital analytics, companies obtain an insight into the areas where they need improvement.
Below you will find a checklist for making data-backed decisions, created by an intelligent digital marketer, designer, and developer by the name of Brandon Benning (feel free to checkout his amazing profile here https://brandonbanning.com).
Step 1: Ensure that your sample size is large enough
I cannot stress enough the importance of having an efficient sample size, so that whatever is being tested has a large enough sample to draw a more accurate conclusion. Having a sample size that is too large or too small could misconstrue some things in the results, which is not the result anyone would want.
Step 2: Make sure that your testing is long enough
Just like anything else, it is important to give the test a long enough period of time in order to yield results. Operating in a testing period that is either too long or too short could lead to results being premature or incorrect.
Step 3: Use the appropriate attribution model
An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. Hence the importance of choosing the right model for testing. Some of the common attribution models include the first interaction, last interaction, linear, time decay, and the position based.
Step 4: Make sure conclusions are unbiased
Doing so allows for results to be delivered without judgement, persuasion, or favoritism. It defeats the purpose of gathering data and displaying it for positive use if the data being displayed comes from a biased place.
Following this guidelines will teach anyone in the digital analytics realm of business how to use the data they’ve collected to assist in their decision making.
