Run time: 55 seconds
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If you want to get actionable insights from your marketing measurements, you can use this simple three-step process: Observations, Insights, and Recommendations.
Step 1: Observations
Raw data is your starting point, so find a pattern you want to explore further. For example, “Website traffic has increased over the past month.”
Step 2: Insights
Insights involve understanding trends in your data. It’s about forming a hypothesis. Building on the earlier observation, an insight could be, “The weather is warming up, and our venue is ideal for outdoor activities.” This connects data to a possible reason.
Step 3: Recommendations
Recommendations turn insights into action. Test your hypothesis or take steps to improve outcomes. For example, based on the warm-weather insight, you might update your website with spring visuals or highlight outdoor activities to encourage website visitors to become venue visitors. You could also analyse which pages visitors view or where traffic comes from to validate your hypothesis and drive results.
This framework simplifies data analysis and helps you identify if you have just been given an ‘observation’ and what you need next are ‘insights’ and ‘recommendations’. Next week, we’ll explore how to identify gaps in your marketing measurements.
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