By consolidating your reporting, you'll be able to surface insights clearly and quickly. Look for software with features like:Launching ads across digital channels, optimizing campaigns, managing client expectations — advertising operations involves a lot of moving parts. And getting a clear view into what’s working and what isn’t can feel nearly impossible.
That’s where your analytics model, or analytics framework, comes in. It streamlines the way you gather, analyze, and learn from your data. It empowers your team to glean more insights with less effort. And it’s critical to the health of your advertising operation.
But what is an analytics model? What should it look like? And how does it improve efficiency? Read on for the answers.
An analytics model puts systems in place that empower your team to make informed optimizations on ad placements in an efficient way. In other words, it’s the framework for data analytics that your advertising operations team puts in place.
Each analytics model should include:
The exact analytics model varies based on the business, because every business has unique reporting needs. What works for your business may not work for the next. But you can follow these loose guidelines to build the model that works for your team.
Eighty-seven percent of companies believe their analytics strategy didn’t provide optimized business outcomes.
Your analytics strategy should support your business, not work against it. Improve your analytics model to strengthen processes for your team members while elevating data integrity to the highest standards. Here’s more on the benefits.
Most data analysts spend 80% of their time cleaning, organizing, and pulling data — and only 20% of their time on analyzing it. Don’t accept this 80/20 balance for your business. A more sophisticated approach to analytics will help automate and streamline your reporting process. A Burt Intelligence customer, for example, moved from spending six hours each day on reporting to two minutes.
A mature analytics model provides your team with more accurate data, so teams can help boost revenue by:
Improve your analytics model to more easily serve advertisers with better insights. Your business will be able to:
Your analytics model can free your team to focus on value-creating activities. Analysts can work on strategic projects like optimizing ad inventory delivery. Manual reporting can become a minimal part of their day-to-day.
Analysts can finally fulfill the potential of their role. You’ll see higher morale, higher employee referral rates, and lower voluntary leave rates as a result.
This Deloitte study outlines four levels of analytics maturity: Nascent, developing, mature, and leading. These core elements of an analytics framework will help you build a leading analytics model:
Processes are only as strong as the teams that use them. Document reporting workflows (and keep it simple). Integrate processes at scale across every team’s existing workflows by:
For your analytics model to truly impact your organization, each team needs to buy into the model. Your model isn’t just for your business intelligence team. Sales, marketing, operations — everyone needs to be speaking the same language and sourcing insights from the same place.
Establish a regular cadence of sharing insights and making data-backed decisions.
Here are some ways to get started:
At Burt Intelligence, we partner with businesses to transform data into a strategic advantage. Our advertising reporting platform is built with your efficiency and success in mind: