The Potential Of Client Analytics Shocked This . . .

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I’ve been expecting this.

You should have seen it coming too.

First the backstory.

Some years ago, one of our members (name and/or location to remain private) had a local accounting firm with about 700 full service accounting writeup clients. Because he was in a very volatile market, when the recession of ’08 hit, he dropped to around 400, due to business closures and reorganizations.

As we talked, it became clear he needed to change the direction of his practice, to develop a new niche or specialty so that he could migrate from a strategy of generic low cost leadership, to a strategy of focused differentiation.

One of the hot topics of the day was digital advertising, and the ability of an advertiser to track every action that a prospect did online and we got into some excited conversations around this topic. We recognized that he had the basic data his clients developed, plus he could easily acquire the additional data that would make advertising analytics a viable service for his clients, and open up an entire new field of practice for him.

He decided to investigate the field and develop a strategic plan for that niche.

Recently, Deloitte Digital acquired Heat.


I’ll bet you’ve never heard of Deloitte Digital.

Deloitte member firm digital practices (Deloitte Digital) are creating a new model for a new age — a creative digital consultancy. That means bringing together all the creative and technology capabilities, business acumen and industry insight needed to help transform a clients’ businesses with digital. With Deloitte Digital’s end-to-end capabilities, clients take Deloitte their biggest online challenges, knowing Deloitte has what it takes to bring a new business vision to life.

Big words. A bold new field of practice for an accounting firm.

The thing is, it is a scalable service.

As at least one Practice Builder Publishing member has shown, digital advertising analytics can be done at the local and mid-market level. As Deloitte has shown, it can be done at an international level.

How about you?

Could digital analytics be a viable part of your practice?

What does it take to add digital analytics to your practice services?

Johnson1bWell, for starters, there is Google Analytics, and the GA Academy, where (for FREE) you can learn the fundamentals of online analytics. The GA Academy is composed of six units of video study, and ends with a twenty question quiz to test your understanding of online analytics.

GA Academy certainly isn’t the only source for learning analytics, but it is free.

Each unit that GA Academy offers, includes lessons that feature a video and a short quiz to test comprehension. The first unit is quite literally just an intro video and gives an overview of what will be explored in the course.

The second unit starts out easy and teaches some basic marketing techniques and vocabulary that will be important in understanding GA. From outlining the five business objectives (Ecommerce, lead generation, content, informational, and branding) to teaching how to define a measurement plan.

GA sets out to make their customers as successful in using GA as possible. While a savvy marketer may find the second unit boring it lays a foundation for newer marketers as well as small business owners who are attempting to compete in the internet realm.

For practitioners, these foundational videos give you the skills to begin offering basic analytical services to clients.

For practitioners, these foundational videos give you the skills to begin offering basic analytical services to clients. Click To Tweet

The third unit is where the course starts to get specific to Google Analytics. Here is where you start learning terms that are vital in understanding not just the rest of the units but also in navigating through GA itself.

Its important to understand terms such as dimensions, metrics, conversion, events, and bounce rate in the ways in which they relate to GA specifically. The unit does an incredible job of giving clear definitions and examples.

The fourth unit encourages users to create a GA test account to practice some of the concepts learned. The unit gives and overarching view of GA; explaining different ways accounts can be viewed and how filters and settings can be managed. Creating the test account really helps solidify what the video explains, to physically accomplish what is being taught.

For an ordinary business person, the fifth and sixth units is where the lessons get detailed and a bit confusing to follow. Until this point GA academy has done an incredible job to make the learning process accessible to all levels of GA users. From this point on the units teach how to read and understand different reports as well as how to customize and find specific metrics and dimensions.

Where the difficulty occurs is the quick pace of the video and the inability to have an account to follow along with. Unless someone has access to a GA account with actual visitors then what is being taught cannot be played out. The videos explain a concept once, quickly and with large numbers that quickly change without cohesion. These last two units require much for attention and effort to understand.

The final assessment of the course is twenty questions that gives an understanding of the overall approach to what was taught throughout the course. If you pay attention and takes time throughout the course to understand then the assessment is fairly easy to complete bar for the few questions that were ‘select all that apply’.

Some other leading analytics companies include but are not limited to Hitslink, Webtrends, Adobe Marketing Cloud, and IBM Enterprise Marketing Management. All of the different web analytic companies have their points of differences but ideally the best companies provide analysis tools, content web analytics, social web analytics, and mobile web analytics.

These top five companies provide these services and more which make them leaders in the industry. The benefit of choosing one over the other really comes down to what your practice goals are.

The benefit of choosing one over the other really comes down to what your practice goals are. Click To Tweet

Webtrends for example, offers case studies for their users to use to inform their companies objectives and understand the trends they may be seeing. Similarly, Adobe Marketing Cloud offers consultants. GA is an option to start with and gives users an opportunity to freely learn and practice their skills because anyone can create an account. Which makes the service a great option for small businesses and newbies. Like you.

Join us here at Practice Builder Publishing and become a part of the community, whether you become a contributing author, a peer recruiter, or merely a raving devotee of the Practice Builder Publishing resources, I'll work with you personally so you can reach the goals you set.

Best to you and yours,




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