Setting yourself up for success is a stage in the engagement process that ensures you have the tools and settings configured properly so you’ll know how to track your performance.
This phase is known as the “reporting” phase and is usually done and/or discussed at the end. However, putting this off until the end means, subconsciously, you are assigning this a lower priority than other things.
That also means that if you did something and your reporting tool isn’t setup properly, then you won’t be able to go back and get the data for it. That is why placing this at the beginning is very important.
Here’s a list of the common tools:
- Analytics Program (e.g. Google Analytics)
- Ads Management (e.g. Facebook Ads, AdWords)
- Website and Blog
Next, there are two primary outputs in this stage:
- Documentation of existing settings
- Documentation of new settings
Output 1: Documentation of Existing Settings
Documentation of existing settings is important. That way, everything can be reverted back to default settings if the need ever occurs.
The other benefit of doing this is to gain an understanding of what has happened in the past.
Normally, the current settings (or the lack thereof) are setup that way because something happened in the past.
Knowing what already transpired will provide key insights to those kinds of things.
Output 2: Documentation of New Settings
This is where the business will greatly benefit from. Apart from just documenting the new settings, there will be an explanation of why these are setup the way they are.
Why is this important?
Here’s an example. You are an existing e-commerce business. You have your online store, a blog, and a knowledge base. You already have a decent following. And you have a consistent publishing schedule. You then wanted to have the blog redesigned. Nothing wrong with that.
After several weeks, your IT and marketing team presents a new site. You like it. You approve it. Back to normal, right?
Yes, if you configured your analytics and reporting systems properly. One of the most common things people forget is excluding their own IP address from traffic reports. This highly inflates your numbers, especially in this scenario where you have a knowledge base and a blog. If your customer reps are doing their jobs, they should be referring to these articles when solving problems with customers.
However, if you did not exclude those traffic, then your numbers are way off. In this case, if your marketing team and IT team is constantly looking at the current design of the website, then that’ll throw your numbers off too.
There are basic settings that applies to all businesses. And there are those unique only to yours. That is why it is important to go through these at the early stages to ensure the integrity of data.