Understanding Who Can Set Goals

In business and in analytics, the goal setter is the administrator. In the real world, this person is the manager, owner, or other person or people in charge. On the Internet, it’s the online equivalent of the folks in charge of the account.

The person who sets up the Google Analytics account is the administrator, much like the person who sets up the business in the real world. You may argue that your marketing team makes a better administrator for analytics. I agree that they should be involved and perhaps drive the analytics car — but in the end, the buck stops with the owner when it comes to all aspects of the business. That means the owner deserve a seat at the analytics table as well.

The goals of the business should drive the need for business analytics. This statement seems very obvious to many, but to some folks, it’s a real “aha!” realization.

The marketing department and the business ownership need to be in constant communication about the goals and needs of the business. The marketing department can’t define reasonable metrics goals unless it knows where the business owner is headed. The business owner can’t get where he’s going with the business if the closest thing to a goal he has is the vague hope to make some more money. (Translation: Wouldn’t everyone — define how.)

If your business has a good business plan, writing your analytics and marketing goals won’t be a stretch. The keys to a good goal include being

Specific

Attainable

Measurable

Something you can build on for future goals

Something the people helping you achieve them can understand how to accomplish