One of the most frequent challenges of analytics teams, particularly those who handle social data, is the ad-hoc nature of report requests. When a manager or colleague needs a report (a) in the next hour (b) by the end of the day (c) rightthissecond, it can be awkward to explain which metrics are automated and easy to deliver, and which require hours of manual work to pull the relevant data from disparate sources, enter them into an Excel pivot table and analyze the results. It can lead to frustration, crossed signals, inefficient use of resources and even employee turnover, as talented analysts leave for more strategic opportunities.
The most problematic outcome, however, is that the teams who best understand social data may have the least opportunity to share that knowledge. This is a huge risk for organizations, as interpreting social data is becoming a dependency for strategic decision-making.
It’s time for data analysts to claim a leadership role by facilitating the most important conversations about the value and tradeoffs of social media metrics and facilitating organizational alignment around where to focus first.
In Social Data Intelligence: Integrating Social and Enterprise Data for Competitive Advantage, we included a Metrics Scorecard, pictured above. So here’s my Wednesday gift to you: a Metrics Scorecard worksheet that you can download to help you start the conversation.
This is a sample only; use this worksheet to catalog your existing social data metrics, rate them, and determine which ones your organization is most able to deliver and which require additional criteria to be met before they can be adopted and shared. Keep in mind that sometimes the most challenging metrics to deliver may be most valuable, so it’s important to balance efficiency and value. Whatever the results, you’ll be initiating a critical conversation for your organization.
Here’s how to use the scorecard.
- List the core set of metrics you would like to evaluate.
- Score them on a scale of one to five, where one is lowest and five is highest. Ideally, you’ll want to do this in collaboration with key stakeholders, so you get the most representative view possible.
Download the Altimeter Group Metrics Worksheet. I’m happy to answer questions in the comments, and please let us know how it’s going.