You know GA, GTM and more Analytics? Turn your investment into skills profitable and start making money.
How? In this video I’m going to show you 5 services you could be offering with your analytics skill set. They are..
3. Analysis and Reporting
Now I’ve been a freelancer selling analytic services for a while. And today I want to give you my tips on what to sell and how to make money with your analytic skills. All and more come up. Hey there welcome back to another video of measureschool.com. Teaching you the data-driven way of digital marketing. My name is Julian, and, on this channel, we do marketing tech reviews tutorials and tips on tricks video just like this one. So, if you haven’t yet, consider subscribing to the channel and click that down notification icon so you will stay up to date with all that we do here on this channel. 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 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 website type of data that comes across your desk and the clients are less price sensitive I would say if you get the right client to sell this analytics services. But what do you offer in an analytics consultation or in an analytic 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 the 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 outlines all the findings and the suggestions that you might have.
So, this is a product that you can sell your analytic skills on. It’s 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 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 of 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 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 analysis project, what does the business actually want to achieve with such a project, where can you find that data, is the data 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 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 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 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 I 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 to write an 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 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 subscribing to our channel right over there because we’re bring you new videos just like this one every week. Now my name is Julian. Till next time.