We all make assumptions from time to time; sometime we state them clearly and sometimes we just assume in our own head. We then operate under those assumptions. In context of Analytics, one such assumption is that everybody knows what the goals and KPIs are. We might have defined them on the onset of the program, campaign, beginning of month, quarter, year etc., but once those are defined we start to assume that everybody knows about them and is operating keeping those goals in mind.
Well the truth is that people have short term memory. They do forget and then start to interpret the KPIs, defined based on those goals, in their own way. As the Analytics head/analyst/manager, it is your job to constantly remind stakeholders of the goals and KPIs. All it takes in one or two extra slides in your weekly/monthly reports/presentation to remind people about what the goals are and how you are measuring them.
Needs, requirements etc. do change too and when that happens it your job to reassess the goals and KPIs to make sure they are still valid. If not then you need to bring up the issue in front of all the stakeholders. You need to drive redefining the KPIs.
Other posts in the series
- Standard Definitions of Metrics: Creating a Culture of Analytics
- Context is Critical: Creating a Culture of Web Analytics
- The Curse of Knowledge: Creating a Culture of Web Analytics
- Creating a Culture of Web Analytics
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