When talking about analytics, the most common first association tends to be website analytics, i.e. onsite analytics. Onsite analytics provide excellent insight into what makes a great web page, and how the web page helps an organisation leverage digital tools for driving their goals; when talking about businesses, the most common things are leads and lead conversion to revenue.
An organisation’s markets are best defined as conversations that can take place anywhere and at any time. By definition, most of these conversations take place elsewhere than the website. In order to see and gauge what is happening out there, an organisation needs to listen to and analyse the conversations relevant to them; hence, the rising importance of offsite analytics.
Offsite analytics has been around for ages – It’s just has been called something different: press clippings, media monitoring, social listening, or the like. Obtaining offsite data – available from practically all types of listening tools – can provide extremely relevant insight as to how an organisation is perceived and positioned in the marketplace.
Here’s the thing; onsite analytics is already deeply embedded into most organisation’s decision making processes, but offsite analytics tends to be on the sidelines. Paradoxically, the need for aligning these two is greater than ever. This is a field where experts in analytics, communications, marketing, digital and social need to work together. The starting point should be what are the goals of your organisation, and how do your marketing and communications investments (yes, investments!) help drive them?
Do not allow offsite analytics to be the red-headed stepchild. Befriend them, integrate them into your organisation’s processes, and they will serve you well.