Now I've been a freelancer selling analytics
services for a while.
And today I want to give you my tips on what
to sell and how to make money with your analytics
skills.
All and more come up.
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Now
today I want to talk with you about selling
analytics services.
I have been a
freelancer offering my services to various
clients in various fields over the
last few years and have learned a lot at what
you can actually be selling from your
skill set as a digital analyst or a digital
marketer that knows a lot about
analytics.
And I must say it's a very rewarding field
because there are not many
people out there specializing in this kind
of digital marketing field.
You can
see a lot of types of websites, type of data
that comes across your desk and also the
clients are less price sensitive I would say
if you get the right client to
sell this analytics services to.
But what do you actually offer in an analytics consultation
or in an analytics service?
So I want to show you here my five products
that I
would sell as a digital analyst.
First up audits.
Now audits are really the
first thing that I do to get it feel for the
client but also for the state of
the analytics implementations.
And you can sell as a single product to the
client as a service because the audit can
bring a lot of benefit to an organization.
it ensures data
quality and gives them some direction on how
to improve their analytics
implementation in terms of gathering maybe
more data, enhancing their existing
data quality, and obviously avoiding detrimental
mistakes that they have in
their implementation.
So, you start out with a thorough check of
the Google Analytics or the implementation
of the Google Tag Manager if your own checklist
available that you go through in order to
make sure that all this is set up correctly.
And then you would give your client a report
that actually outlines all the findings and the suggestions
that you might have.
So, this is definitely a product that you can sell your
analytics skills on.
It's actually also creative because not every business
is the same and you need to customize and
suggest customizations to your client so there
is a lot of possibility to show your client
that you know all about Google Analytics but
also suggest the right implementations, the
right customizations to make their analytics
implementation better.
Building on that we have implementations.
Now once you have made these suggestions,
obviously the team your client could go out
and implement them themselves. But most of
the times they want to have an expert on this
case and you can up sell them to an implementation.
Now implementations everything from installing
button click tracking to certain goals or
making sure the analytics is set up correctly.
But here you would actually go in and change things
around in their tracking setup.
This has become
increasingly easier with the help of Google
Tag Manager obviously because we
can do a lot of this stuff by ourselves now
as visual analyst.
But sometimes
you also need to be able to write a specification
for a developer and help him
out to implement the right data layer for
example.
So, there's a lot of
communication already going on between you
and the clients. But then also between
the different departments that need that
data to have the right
requirements, the right implementation, and
making sure the data is correctly
in your system.
Now the next point is analysis and reporting.
Now a lot of
people think that we as digital analysts or
digital marketers specializing in
analytics, only do analysis work or reporting
work. But it's really just one part of the
whole analytics process.
Obviously, you can log in to a Google Analytics
account and start digging through the data,
but you need a lot of knowledge
about the business, about its actual functioning,
and where the biggest
leverage points are.
So, the inside generating machine of a digital
analyst is
a big myth here.
There’s a lot more to it to help the business
to make
impactful changes.
So, the skill of an analyst really starts
with the
preparation of an analysis project, what does
the business actually want to
achieve with such a project, where can you
find that data, is the data actually
qualitatively good, and can you produce the
outcomes that the business would
expect.
Now in most cases a lot of people think that
they can just analyze a
little bit of data and then come up with a
certain change on the website that will make
a big impact.
But it's not always that easy because you
also need to have the standing inside of the
company to be able to move people forward
and help them make a decision or help them
change their behavior.
And therefore, analysis project that lead
to a certain outcome are sometimes hard to accomplish
within a company.
So, a lot of people resort back to the reporting
so building dashboards for a company which
can be super helpful definitely if the client knows what
to do with that data and if he can drive the
behavioral change forward in his company.
Now setup of the dashboard is something we
are involved with as well.
But we always want to make sure that the data
is actually relevant to the client.
We can optimize that process as well but ultimately,
he needs to work with that data and make changes
happen in his company or in his organization.
We always need to be upfront with that.
We don't want to be pushed into the direction
of a data monkey who just pulls out data from
Google Analytics and sends it to the client.
Then the client will ask himself at some point
why do I actually pay this person I could
automize this whole process.
So making sure you understand what you're
going into in an analysis project or a reporting
project.
That said I think that an analysis project
in itself is most of the times not what you
are doing.
You would spend a package with all these three
components of audit, to the implementation,
and then a little bit of analysis to actually
get insights to show what you can do with
the data.
And then help the client to take it from there
to generate his own habits, his own processes
to bring more insights, more change to the
company with the data.
Which brings me through a fourth point which
is training.
Now this is obviously what I do here on this
channel but I also do it for clients and companies
out there.
Helping them to understand the data better
than they have in systems to make sure that
they can utilize that data and build the processes
the habits to actually make a data-driven
organization work.
Data isn't easy and it's very customizable,
it's very individual to the business so investing
into training is something that a company
should do in the long-term.
Just because outside freelancers will never
have the standing in the company itself to
lobby for change inside of the company with
the data that I have available and the insights
that they have available.
So, training an in-house person long term
is always an important objective to have in
mind when developing people inside of the
company.
And therefore, training is something that's
very rewarding to me at least because the
impact that you can make is long-term inside
of the company.
And our fifth point is obviously the action.
So, all the automation that you could do or
the optimizations that you could do with the
data.
So, I have some clients that want to set up
automation with the data that they have available
in their systems, build new audiences for example
in Facebook and generally, optimize their
campaigns with their data-driven approach.
Now one optimization a lot of people think
about is A/B testing.
Now A/B testing really encapsulate all these
different components that we talked about
before if you have the right analytics implementation
you can do the correct analysis the correct
research to come up with a good A/B test.
and then test these hypotheses, make the change
on your website so you can then again start
at the beginning from the defining, to measurement,
to analysis and then testing as well again.
So this is a full circle analytics implementation
or analytics process which obviously is also
a product that I could offer.
But it gets really really complicated in most
of the cases you would need to have a team
to actually set that up correctly and make
a big impact on your company.
A/B testing sounds pretty easy from the tools that
we have available nowadays but to build an
impactful change and an impactful optimization
for a long-term is really something that should
be left up to professionals and invested in
the right time and the right place.
Alright so there you have it.
These are my five products that I would think
of selling as a digital analyst if you want
to turn your analytic skills into money.
But I know that there are many consultants
and freelancers out there that may use different
techniques different services that they offer
that work maybe well.
I'd love for you to share them in the comments
below as well.
And if you haven't yet then please consider
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Now my name is Julian.
Till next time.
