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.
Hey there welcome back to another video of measureschool.com.
Teaching you the data-driven way of digital marketing.
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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 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.