Don't let the trees prevent you from seeing the forest!
Posted: Sun Dec 22, 2024 10:39 am
It's interesting to see how things have changed in many companies. It's true that data has always been present, it has always been part of our work. But a curious situation is developing.
Perhaps this has always been the case, but with the increased availability of data, this situation has become more pronounced.
Don't let the trees prevent you from seeing the forest!
Or, put another way, don't let your obsession with a fundamental metric for your business prevent you from seeing the context.
In companies we can see this indonesia whatsapp number list situation both at the level of global strategy with sales, and at the channel level (for example, traffic, number of followers, CPC...).
Whether globally or on a specific channel, we tend to keep a close eye on a specific metric and measure the success of our work based on its evolution. We carry out actions on different channels with different objectives, but we only measure their effects on that metric.
This leads us to manage ourselves in the short term and we forget to look at the context and trends.
Step away from the trees to see the forest and understand the context
Why did we end up in this situation? The reasons are very diverse. From the influence that the natural tendency of many companies to focus exclusively on sales figures has on our work, to a poor definition of our control panels.
Many times the explanation for the behavior of a metric is outside our websites and even outside our companies. We have to learn to assess the situation taking into account all the variables that may affect us.
To explain the behavior of a metric we have to assess:
Market : What is the competition doing? Have they launched a new product or modified their current one? What kind of strategy are they following? Are we competing for the same users on the same channels? Are we able to differentiate ourselves?
Audience : Have we correctly defined who we are targeting? Is our value proposition really relevant to them? Do we have qualitative information about what they think of us and our products?
Company : As far as we are concerned, is everything working properly from the first to the last step of the sales process? Do we have the right people and resources to get things done?
Brand : Does our brand convey the values sought by our audience? Is the positioning appropriate?
Strategy : Are we developing the right strategy? Is the media mix appropriate for our audience? Are we applying the necessary pressure to achieve the results we expect? Is our marketing relevant? Does each impact generate a reaction in our audience?
Communication and language: Are we using the same language as our audience? Does our communication reach/impact them?
Correct measurement : Are we measuring the most relevant metrics? Do we have a global view of all our activity? Do campaigns work better or worse because of the campaign itself or because of what happens on our website? Is it a marketing, usability, or offer problem?
The list of topics to consider is very long and I could go on and on, but I think that with the points discussed you have a good idea.
Perhaps this has always been the case, but with the increased availability of data, this situation has become more pronounced.
Don't let the trees prevent you from seeing the forest!
Or, put another way, don't let your obsession with a fundamental metric for your business prevent you from seeing the context.
In companies we can see this indonesia whatsapp number list situation both at the level of global strategy with sales, and at the channel level (for example, traffic, number of followers, CPC...).
Whether globally or on a specific channel, we tend to keep a close eye on a specific metric and measure the success of our work based on its evolution. We carry out actions on different channels with different objectives, but we only measure their effects on that metric.
This leads us to manage ourselves in the short term and we forget to look at the context and trends.
Step away from the trees to see the forest and understand the context
Why did we end up in this situation? The reasons are very diverse. From the influence that the natural tendency of many companies to focus exclusively on sales figures has on our work, to a poor definition of our control panels.
Many times the explanation for the behavior of a metric is outside our websites and even outside our companies. We have to learn to assess the situation taking into account all the variables that may affect us.
To explain the behavior of a metric we have to assess:
Market : What is the competition doing? Have they launched a new product or modified their current one? What kind of strategy are they following? Are we competing for the same users on the same channels? Are we able to differentiate ourselves?
Audience : Have we correctly defined who we are targeting? Is our value proposition really relevant to them? Do we have qualitative information about what they think of us and our products?
Company : As far as we are concerned, is everything working properly from the first to the last step of the sales process? Do we have the right people and resources to get things done?
Brand : Does our brand convey the values sought by our audience? Is the positioning appropriate?
Strategy : Are we developing the right strategy? Is the media mix appropriate for our audience? Are we applying the necessary pressure to achieve the results we expect? Is our marketing relevant? Does each impact generate a reaction in our audience?
Communication and language: Are we using the same language as our audience? Does our communication reach/impact them?
Correct measurement : Are we measuring the most relevant metrics? Do we have a global view of all our activity? Do campaigns work better or worse because of the campaign itself or because of what happens on our website? Is it a marketing, usability, or offer problem?
The list of topics to consider is very long and I could go on and on, but I think that with the points discussed you have a good idea.