Sorting and sifting through the arduous amount of excel files till your eyes cross and you start hallucinating can be one of the most challenging parts of the workweek.
In the modern era, big data has never been more accessible, collectible, and useful for making strategic decisions about an organization or client. A recent article from Forbes states that there has been more data generated in the last two years than the entire history of humankind.
Truthfully, big data can make even the most skilled and most senior-level managers nervous. Opening an excel spreadsheet or data display system can feel like reading a book in a foreign language you’ve never studied.
But, if you listen closely, numbers tell the greatest story. You just have to listen.
Okay, it’s true. Data may not come off the tongue as smooth as Italian or French. But, reading and understanding data is like learning a new language.
Anyone can look at numbers and make simple observations.
Yes, 100 likes are better than 10 likes. Sure, but what does that really mean when you look at it?
To determine if your metrics are valuable depends on your goals, so make sure you set your goals in the beginning and always come back to them. Doing this will also help you determine the metrics that matter. Taking the time to learn how to speak for the data is where many professionals struggle.
Data is complicated and frankly messy, but there are beautiful, powerful stories in the numbers. And when you take the numbers a step further and listen to what they are saying, you have entered a new playing field.
Here are 7 easy questions you can ask yourself when looking at data to take numbers and make stories:
Asking these questions can help make something more meaningful out of the data you collect and analyze.
Taking numbers and understanding what they are really saying about your goals leads to the next powerful skill: bridging the gap between content and data.
So, now you are thinking about what the numbers really mean. You’ve looked back to your goals and have found some really great insight.
The next step is using this data to inform your decisions for content!
Using the data you find to improve your strategy and actual content will continue to help you reach the goals you have set out to obtain. Once you have the data understood, apply the lessons it teaches to guide your content creation.
Is a blog post doing really well? Look at ways to enhance and expand the topic and content. Perhaps it’s turning the post into an infographic or short explainer video.
Look back at older content on your website and social. Did something perform well? Perhaps it’s time to revisit and update the content with new information or optimize it for readability, adding headings and visuals.
A/B testing can be beneficial at the onset of a campaign to test different theories. Just remember to stick to one element at a time so you can actually tell what’s driving the change or performance.
Similarly, with ads, you may start by testing a number of different ad variants, but you’ll likely start to see a few stand out as top-performers as time goes on. Focus on those ads and ditch the rest and then re-adjust when you start to see negative changes in the numbers and performance.
Is it easily found in the navigation? Are there CTAs pushing users to that page on other relevant pages?
These tips should help you better understand the story that your numbers are trying to tell you. Once you set your goals and listen to the numbers, you will be able to find True success.
For more information, check out True’s website or connect with us today!
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