Trends & best practices
Streamline your analytics tech stack in 5 steps.
By Tom Arundel
December 8, 2023
Trends & best practices
By Tom Arundel
December 8, 2023
Picture entering a home crammed with a disordered medley of furniture—an overwhelming abundance of disparate chairs, a deficiency of tables, and an array of both undersized and oversized couches spanning the 80s, 90s, and 2000s. It’s a haphazard mishmash, creating an environment where a casual stroll could quickly turn into a precarious situation, with the risk of tripping or taking an unexpected fall.
It sounds like an interior designer’s nightmare, but the scene actually mirrors the way many organizations have constructed their technology stacks – bloated, outdated and full of mishaps waiting to happen.
Welcome to the age of the analytics “frankenstack:” a haphazard, disjointed collection of digital analytics tools and technologies that have been pieced together over time. It’s a scenario that typically plays out when different teams or departments within an organization adopt various analytics solutions independently. It wasn’t on purpose – it represented the culmination of years of isolated decision-making.
The result? Data overload. Our recent benchmark report, 2023 Digital habits: Inflation and beyond, found that 66% of digital teams see more than half of their customer insights available simply go unused each month. There is also overlap, with 31% of digital leaders say the data in their tech stack is repetitive.
The lesson learned is clear: it’s time to modernize and optimize our analytics tech stack. But doing this involves carefully curating the right mix of tools, capabilities and systems to align seamlessly with our business objectives.
So how can digital teams optimize their stack to boost cross-team alignment, customer-centricity and business ROI? It all starts with following a few simple steps to audit and consolidate the various parts of your tech stack today.
There are pivotal moments that can compel your company to re-evaluate and optimize your analytics stack. Understanding these triggers is key to ensuring that your technology ecosystem remains agile, efficient, and aligned with your evolving business needs. Let’s delve into the events that might signal it’s time.
Discover how each team can unlock the full potential of an optimized analytics stack tailored to their specific needs.
|Requirements for an optimized stack
|Aims to gain clear visibility into reasons for customer struggle, optimize workflows, and prioritize enhancements based on data (eliminating unnecessary escalations and “HiPPo” based priorities).
|Wants to accelerate error resolution, streamline processes, and avoid complexities associated with multiple analytics and technology solutions.
|Goal is to enhance customer journeys, optimize campaigns and ROAS, and analyze loyalty patterns for personalized experiences.
|Wishes to elevate role from “request taker” to strategic enabler, empower self-service, and access extensive data for deeper insights into customer behavior and the “why.”
In the quest for the ideal analytics mix, your first mission is to take a deep dive into your siloed data ecosystem. Unearth those hidden landmines – outdated, intertwined analytics tags or code that might be waiting to blow up in your face, causing a critical data outage or customer-facing issue. At the same time, scrutinize your analytics tools for any gaps or redundant and overlapping capabilities. The goal? Uncover all the inefficiencies that might be preventing customer insight.
Effectively optimizing your analytics stack means dismantling data silos and fostering improved communication and collaboration. This can be achieved by linking three essential data types—business, behavioral and technical data – into a unified platform, thereby providing a single view of customer-defined truth for all team members and stakeholders. This leads to enhanced product optimization through nuanced insights such as evaluating conversion rates across web and native app customers.
As analytics tools rapidly converge and adopt new capabilities for innovation, be vigilant as you shop around. Be wary of tools relying heavily on competitive acquisitions, leading to questionable integrations with bolt-on capabilities that may not seamlessly align with the overall technology. For instance, many vendors acquire session replay without effectively integrating it into their tool set. Ensure each component aligns strategically with organizational goals, maintaining a streamlined and purposeful analytics stack while avoiding unnecessary complexities.
As you embark on the consolidation journey, remember, it’s not just about efficiency; it’s about better business outcomes and enriching the lives of customers. Streamline your analytics stack to unlock enhanced insights and improved ROI. Yet, don’t compromise on the richness, reliability and speed to insight.
But your consolidation efforts cannot survive in a vacuum. You need a customer-centric analytics stack that delivers tangible returns. Measure and showcase the ROI resulting from this consolidation. Highlight how a unified stack elevates your understanding of customer behavior, contributes to cohesive decision-making, and ultimately boosts customer satisfaction. This step is all about aligning metrics with a unified truth about your customers.
Your analytics journey is a perpetual evolution. Keep the customer at the epicenter of every decision. Regularly reassess and refine your analytics stack, adapting to technological advancements and evolving business objectives. This ensures that your data ecosystem remains agile, relevant, and steadfastly aligned with your organizational goals.
For years, we’ve journeyed through the maze of fragmented analytics tools. Today, let’s paint a picture of a fresh paradigm—an analytics ecosystem that aligns insights seamlessly across teams. Envision a world where these tools converge to provide not just fast insights but a singular, customer-defined truth.
This consolidation isn’t just about eliminating redundancies; it’s about transforming the very essence of how we understand and optimize customer experiences. Step into this new era of analytics, where unity becomes the catalyst for profound insights and unparalleled digital optimization.