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Last week we talked about red flags that may indicate you need help with your analytics. Today, I talked with James Ellis, author ofGoogle Analytics for Small Businesses, to get his input on what you should look for in a professional when you are hiring analytics help. Here are his top pointers:
The Good:
- They ask a lot of questions about your business.
“Find someone who is instantly curious about your business, your market and your target audience,” suggests James. ”If they aren’t curious about how the data helps your business, you may as well just buy a book – you’ll get the same cookie-cutter answers.”
- They take the time to explain.
This is my pointer (sorry James, had to butt in for a moment), and one that I’ve found to be a good indicator of whether someone is a good analytics professional. If they take the time to explain to you how these metrics help your business and bring you into the planning sessions, they’re a keeper.
The Bad:
- They try to upsell you.
There might be a platform that is a better fit for your analytics than what you are currently using, and a good analytics pro will point you in that direction. But be very cautious of anyone who tries to upsell you on a platform or add-ons, they may be getting a commission.
- They think one size fits all.
If they’re trying to apply the same tactics and tools to your brick-and-mortar business as they did to an e-commerce site, this is probably a red flag.
The Shrug-worthy
- Google Analytics certification.
This seems like it would go in the “good” column but in fact, as James explains, getting certified in Google Analytics isn’t really a deal-breaker one way or another.
Those who are certified have taken the time to study Google Analytics and have passed the certification test, but the certification doesn’t give you much of an indicator of the person’s dedication to your business. As James pointed out, it is a nice-to-have but shouldn’t make or break your relationship.
Bottom line
It’s about finding someone who understands how to wield the tools best for your business. “Every carpenter knows how to use a hammer, but that doesn’t mean they’re a good carpenter, “ says James. ”You need more than just a knowledge of the tools to know how to properly apply them to your business.”(Tweet this)
I’d love to hear from others who have hired an analytics pro – what were some good or bad traits that you found? What would you advise others to look out for when hiring analytics help?
