The Importance of People-First Approach in Digital Analytics
In this 3 part series, we will explore:
Part 1: The State of Digital Analytics and the Need for Sustainability
Part 2: The Importance of People-First Approach in Digital Analytics
Part 3: Simplification and Adopting a "Less is More" Mindset in Digital Analytics
Digital analytics is not just about data and technology. It is also about people, stakeholders, and customers. Which leads us to a very important concept when it comes to sustainable digital analytics and that is putting people first. A people-first approach involves understanding stakeholders and customers as people, understanding their fears, struggles, and how data can make them feel better about their jobs or create more positive customer experiences.
One way to adopt a people-first approach in digital analytics is by adhering to Avinash's 10/90 rule. The rule states that businesses should spend 10% of their analytics budget on tools and 90% on people, training, and processes. By prioritizing people, businesses can ensure that the analytics ecosystem is designed with human needs in mind.
Another way to adopt a people-first approach is by understanding the fears and struggles of stakeholders. Analytics teams should understand the challenges that stakeholders face in their daily work, whether it is identifying customer pain points, optimizing the user experience, or driving revenue growth. Understanding these challenges allows analytics teams to design reports and insights that are tailored to the specific needs of each stakeholder.
Similarly, understanding customers as people is also essential. Analytics teams should think about how data can be used to create more positive customer experiences, rather than merely optimizing conversion rates or attributing marketing spend. By taking a people-first approach to customer analytics, businesses can gain a better understanding of their customers' needs and preferences, which can lead to more loyal and engaged customers.
Adopting a people-first approach also involves prioritizing employees, contractors, and consultants who think sustainably about analytics. It means hiring individuals who are passionate about creating a sustainable analytics ecosystem and can prioritize human needs while designing and deploying analytics solutions.
A people-first approach is a critical component of sustainable digital analytics. By understanding stakeholders and customers as people, businesses can design analytics solutions that prioritize human needs and create more positive experiences. Adhering to Avinash's 10/90 rule, prioritizing employee hires who think sustainably about analytics, and focusing on creating tailored reports and insights can all contribute to adopting a people-first approach. By adopting this approach, businesses can create a more sustainable analytics ecosystem that leads to better business outcomes.
