Recently, I just finished updating our first white paper for VIEWN' Essential Analytics campaign. From concept to fruition, this milestone took much more time and effort than I expected- nearly a year. Much time was spent understanding what my potential customers, the small and medium sized business really need to know about analytics.
After wading through topics about why metrics do not work for small business such as not having the know-how to set up metrics let alone time to look at metrics and having low data quality with the applications. (Problems our software also solves but makes us sound like IT folks.) I was wanted to focus on bringing value to those that were already open to metrics and analytics, but perhaps needed more practical advice on how to apply it. The response from potential customers that stood out and fit with my goal was: There is not enough context on when it is appropriate to use one metric or KPIs. As a practicing business analyst, gaining insight from the data and measurements comes more naturally. But observation has shown that many small and medium sized businesses do not have a seasoned business analyst to "read the tea leaves". Even our early adopters, can struggle with making sense of the numbers. Once an organization has the ability to measure their business operations and performance. Questions immediately arise:
Does this metric make sense for my business model?
Does this metric make sense for my industry?
Which of these metrics are more important?
What does the analytics even mean to my business?
Do these metrics even align with my current strategy?
From this research, I worked on the design for my for Essential Analytics marketing campaign. The white paper series will showcase one key business metric that one can get out of our first data sources: LinkedIn and Stripe. Then, we use business cases to describe how other managers and business owners use the metric to get solutions to everyday business problems. Our readers can get both more context around metrics and how they can be used, as well as, come up with ideas on how to use analysis to answer their own questions.