To conclude this year's Profiles in Analytics - Does Web Governance Drive Analytics, I wanted to leave you with some general takeaways on how to move towards a better Return On Investment on your program...regardless of whether your organization is driven by a solid governance model or not.
So, will Web governance make your digital analytics program run faster, jump higher and make you smarter?
Like any programmer will tell you “it depends.”
The Profiles in Analytics research indicates that enterprise-wide Web governance is generally a good thing. The operational processes, the roles and responsibilities, and the overall standards that come out of governance help get everyone in an organization on board with implementing strategy. This appears to help the institutionalization of digital analytics throughout the organization.
There does appear to be a gap between where enterprise-wide governance ends, and where digital analytics governance begins. Whereas Web governance creates a space for digital analytics to grow, the depth of influence and making real change is only beginning. The dichotomy between the considered priorities of digital analytics teams and the time spent on tasks shows that there are constraints that detract from analytics reaching its full potential as a way for organizations to learn from their experience in the digital channel.
How to clear the constraints?
- Invest in a Web governance process that provides insight on where digital analytics should sit in the organization. The level of influence that digital analytics has within the organization is tied to the office or department in which it resides and the influence of an executive champion in fostering cooperation.
- Conduct an audit of digital analytics operations to understand priorities, roles, responsibilities, tasks and processes. Senior management and digital analytics management need to be on the same page. There needs to be frank and open discussions about constraints and roadblocks that prevent digital analytics in being an effective voice in providing insights throughout the organization.
- Facilitate cooperation between digital analytics team and potential partners within the organization where there are opportunities to complement and leverage resources. Digital analytics programs that succeed depend on a network of resource support beyond the direct team. IT, Procurement, Marketing, Content Management, Business Intelligence, Finance and Operations are among the groups that a Digital Analytics team must interface with and work with to operate effectively. It helps to have these relationships facilitated by senior leadership so it is clear to all that analytics are recognized as a management priority.
This year’s Profiles in Analytics research suggests that it isn’t enough for organizations to pronounce that they are “data driven.” There is a lot more work to do around overall Web governance, development of analytics management expertise, and figuring out the best place in the organization for digital analytics so that it can have real influence.
Interested in continuing the conversation? Email me at pkemelor@semphonic.com.
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