After over a decade of experience, we have learned that businesses that believe their digital tech stack will solve their problems are typically subjected to countless issues across their departments as a result.
When it comes to problems relating to digital projects, the place to start is always the strategy behind the current status. Find out why the current process and tech stack are in place, and then compare that to your current state. If there is a misalignment of the goals previously set and what is being achieved currently, then you know you have an issue that needs to be either be resolved... or is that always the case?
You see, while there may be noticeable changes that need to be made to re-align some of the goals that are not aligned, the market at the time those goals were put in place could well have changed. If we take that on average, the markets change roughly every six months in how customers use technology and interact with brands, you'll probably now be starting to count how many years it was since your company looked in-depth at how your audiences engaged with your business online.
If someone is thinking to themselves that they have software that solves this for them showing a lovely report of stats and data, I'd like to say to you 'good job, at least you are taking your audiences seriously!
But what happens next after you get the data? And what came before you chose you analytics tool of choice? The answer for both points towards the strategy. You need a strategy as to why you are recoding the data you are recording, and a strategy for what to do with the data.
Now that we understand that strategy is always coming first, it's not always the tools problem that you are having issues with your digital projects... it's your strategy.
Think about the last time you asked your marketing team why the inbound sales are dropping, why your campaigns not working, or even why you are paying for five marketing tools and still getting fewer customers through than projected.
Most of the time, I can confidently say it's the strategy behind your processes and the final outcomes required for better ROI from your digital projects.
If you can streamline your processes, get clarity on the required outcomes of each of your audiences, and then use the correct tools to collect data to feed into pro-active engagement, you will see your ROI start to come back into the green.
We are experts in this area and have taken clients from all business sizes through the same methodology and seen a great response from their customers and internal teams.