Alignment simplifies the management of global websites and produces accurate – and useful! – ROI data. Of course, as usual, that’s easier said than done. It’s why we’ve created the eBook How to Get ROI Reporting Running On Your International Websites specifically for global marketing executives.
It doesn’t take much for global website data to diverge from one region to another. When this happens the data produced within a specific region may be useful within the region, but less useful to understand relationships between different regions. The key to keep data relevant to both the region and global marketing efforts requires the strategic alignment of several factors. These are covered in detail in the eBook, but let’s take a look at a few of them right now.
Align Goals for Teams and Websites
No one does analytics for fun. (Ok, many of the folks on our team do, but them aside…) As marketers, we capture data to determine where we are on the path to established goals.
To create accurate ROI reporting on international websites, global marketers need to have data that simplifies analysis and offers relevant comparisons. Since goals determine data collected, it’s vital that a brand’s goals for a region align with the wider brand goals. When these goals align, so too will the goals and objectives for each regional team and the data will follow. This gives greater control to the global marketing executive, informs decision-making and makes the job simpler.
Use Key Performance Indicators
Key performance indicators (KPIs) align data points and measure performance. These specific metrics make it possible to look at a spreadsheet and observe progress toward a goal. When regions use the same KPIs, it becomes much simpler to compare one region to another.
Different goals call for different KPIs or combinations of them. Some examples of KPIs include traffic, views and shares. There are many others but it’s vital to ensure every team tracks the same KPIs. Aligned goals but misaligned KPIs will lead to a data nightmare.
This is only the first step in making data useful.
Think of KPIs as data categories. They identify what type of data will be used to measure performance, but they don’t define how or the source. These details too must be aligned.
The simplest way to accomplish this comes through the standardization of analytics tools across regions. Different tags, codes or any of the number of tools used to track website data can skew data widely and distort comparisons between regions. When every region uses the same tools and practices, you can be assured the data produced is reliable.
Leverage Global Data
Use international comparative reporting to view and understand performance. This type of reporting helps to understand what works in a region and may suggest strategies for other under-performing regions. Global marketing executives have access to a large volume of data and can use it to understand behavior and trends to inform global, regional and local marketing efforts.
Guarantee an Accurate ROI
Ultimately, ROI drives decision-making. Global marketers have access to a large volume of data to demonstrate ROI, but the key to continued success at the region or global level comes from accurate measures. Comparative analysis can also help improve results by adding insight.
For more details on how to manage global website data and guarantee ROI accuracy, check out the eBook How to Get ROI Reporting Running On Your International Websites.