(the importance of documentation and analytics in marketing)
Hello hello! Today’s blog post is going to be short and sweet. We’ll touch on the importance of documentation and analytics in relation to social CRM. Let’s jump on into it!
Documents and Analytics
Process Documentation: Documents that support a process (ex. Activities, policies, etc.).
This is important for long-term tracking and for referencing in future projects! (Adams, 2018). If you’ve ever managed a project, you already know the importance of good documentation! If not, having good documentation is great for understanding exactly what was done in case something goes wrong. Additionally, it’s important for if you’re working with a client. Proper documentation gives something to present to show your work, but also it clearly tells them the scope of your involvement. This means things like tracking, implementation, planning, etc.
Again, much like project management, creating a “roadmap” for your CRM is important! It lays out all the tasks, plans, and reasoning for implementing the CRM. This also makes it easier for everyone involved to understand what’s going on.
Here’s some key success criteria to consider:
- Ownership. Who’s in charge of handling what? You don’t want to end up with no flowers at the wedding because you thought someone else had it covered.
- Goals. What goals will the CRM achieve?
- Metrics. How will you track how successful the CRM is?
- Interface. What interface do you want to use for this?
- Documentation. How will you document the project?
- Alignment with business vision. Again, does it make sense for your company?
- Expected impact. How does it impact your company? How does it impact certain areas like sales and marketing?
As mentioned above, metrics will help you track and understand if your CRM’s successful. This is obviously important! Without tracking and analytics, you won’t know if you wasted your time and money or not. Here are some pro tips for tracking your CRM.
Analytics Pro Tips:
- Start small. Don’t overwhelm yourself trying to track everything under the sun right off the bat! Start small and expand later.
- One size doesn’t fit all. Track goals and analytics that make sense for your company. This will be different for everyone but that’s fine!
- Essential analytics to track: engagement, customer satisfaction score (CSAT), customer lifetime value
Analytics are essentially like an episode of ManTracker. If you’ve never seen it because it’s a Canadian show, here’s the rundown. The two men pictured are tasked with “hunting down” two competitors who need to get from point A to B without getting caught. Much like analytics for social CRM, over time they hone their tracking skills and can expand past the basics they started with. Additionally, every technique doesn’t need to be used every episode because it doesn’t fit the situation.
Words to Know:
- Customer Satisfaction Score: Uses key performance indicators to track how satisfied a customer is.
- Customer Lifetime Value: The value a customer provides to your business over their lifetime
Remember: Active listening is key! To fully understand the importance of active listening, be sure to check out my last blog post HERE.
In conclusion, documentation and tracking are so important to every project you’ll ever do. Not to be dramatic, but it’s true. Documentation is key to make sure there’s clear evidence about what’s been done. Tracking is key to make sure there’s been a impact. These are important for every section of business, but I can vouch for the importance to marketers! There’s nothing more frustrating than someone making a change to a project, not recording it, and then forgetting what they did! This is quadrupled when you need to present to a client. Overall, please keep good documentation!
One classic example of bad documentation is Mr. Krabs and Plankton (from the TV show Spongebob Square Pants). If you’ve never seen it, Mr. Krabs and Plankton own competing restaurants. A continuing gag through the series is Plankton is trying to steal the Krabby Patty (the popular item Mr. Krabs sells) formula from Mr. Krabs. But here’s the thing, Plankton and Mr. Krabs used to work together! But, when their business relationship ended, Mr. Krabs kept the formula. This resulted in his restaurant succeeding and Plankton’s failing. If Plankton had proper documentation on who owned the formula, he wouldn’t need to attempt to steal it every episode!
Adams, M. (2018, April 11). Social Media Marketing: Social CRM. Retrieved from LinkedIn Learning: https://www.linkedin.com/learning/social-media-marketing-social-crm