Deeper Insights into your Data
Collecting data is wasted effort if you don’t take the steps to understand and act on it.
Last year, we noticed that many of our clients wanted to get deeper insight into their data. They were moving away from manual report compilation towards a more automated approach that would allow them to reliably track changes over time and measure the effectiveness of improvements.
Generating and interpreting insight is often a challenge, and in 2022, you should ensure you’re reviewing exactly what it is you’re collecting, where it’s stored, and who is responsible for managing it so that you can open it up as a resource for your entire organisation to capitalise on.
Data Democratisation is Key
Speaking of which, data is often kept in silos by individual teams or project groups, rather than being made available for a whole organisation. This isn’t usually done from any conscious desire to hide data away, but is simply a by-product of the way data is assembled and deployed by different teams. By developing a culture of sharing and discussing data and insight, you can expose your whole organisation to a very stimulating resource that you are likely already sitting on.
Data can be a big part of all projects, letting you accurately measure value when at go live. This doesn’t just apply for new website launches – it can be used to evaluate smaller projects like new site features or design revamps too.
Google Analytics 4
Google Analytics 4 has been improving its ability to work in a cookie-less world. It now uses data modelling to fill in any gaps, and properly understanding it may require greater data fluency within your organisation or external support via consultancy.
In 2022, expect more and more people to move to Google Analytics 4 while skilling up to ensure they understand it and all its complexities.