The Art of Asking 'Why': Transforming Your Approach to Digital Analytics
tl;dr - I have one exclusive newsletter-only article for you that I think will help you grow in how you approach digital analytics. You can read it below 👇.
Additionally, we're hosting a webinar about the new Google Tag and the GA4 Settings Variables on September 27th. More info about that is at the bottom. (or click here)
Hope you enjoy! Please feel free to reply your feedback on the article, I'd love to discuss it further.
The Art of Asking 'Why': Transforming Your Approach to Digital Analytics Consulting
How often do we perform actions in our day-to-day lives without fully understanding the purpose behind them? More than we'd like to admit, right? While this automatic approach keeps us from experiencing mental fatigue, it doesn't always bode well in business.
In business, pausing, reflecting, and identifying what you aim to solve is crucial. Especially if there is a lot of "up-front investment" (like Analytics Tagging) involved.
To accomplish this, I recommend continuously asking yourself (and your team & stakeholders) three fundamental questions:
What are we striving to accomplish?
How are we planning to achieve it?
Why are we pursuing this goal?
In my journey as a Digital Marketing professional and Consultant, I've realized that these three questions correlate with the distinct stages of my career evolution.
Stage 1: Over-reliance on Specialist Knowledge
In the initial phase of my career, Google Analytics was my go-to tool. I trusted it implicitly to address any issue that came my way. However, while it helped me become a better specialist, it didn't always guarantee client success. (This seems obvious now, but at the time I really did not see it.)
“If the only tool you have is a hammer, you tend to see every problem as a nail.” - Abraham Maslow
Stage 2: Diversifying Skills and Tools
Upon recognizing the limitations of relying solely on one tool, I broadened my skill set and explored other tools and specialisms. Doing so increased my chances of initiating projects with a well-suited approach, ultimately boosting the likelihood of success.
This is often referred to as a "T-Shaped Marketer".
Although it obviously makes you more valuable to your clients, and the likelihood of you having a skill that helps them advance is higher, there are still situations in which you'll get stuck.
Stage 3: Seeking Purpose by Asking 'Why?'
The final stage of my evolution entailed questioning the purpose of my tasks more frequently. Instead of presuming the client's understanding of their needs, I asked, "Why do you need me to do X?" The responses varied, but most needed more clarity regarding their desired outcomes.
Upon further investigation, I discovered that many clients needed help to articulate what success looked like for them.
In simple terms: most clients did not clearly understand their own internal goals and objectives. 🤯
This revelation was a game-changer for me: understanding the 'why' behind every action is essential to truly add value as a consultant. This often leads to a redefinition of the project scope based on a deeper comprehension of the company's goals.
The Business Understanding Imperative
Over the past years, my primary focus has been on grasping business models. Without a clear understanding of how a business works and its raison d'être, your work becomes mere guesswork. Understanding your client's business ecosystem is crucial to deliver valuable and impactful results.
Remember, the secret to being an effective digital analytics consultant lies in comprehending the 'why,' the 'what,' and the 'how' of every project. Too often, we're only focused on delivery and technical excellence...
Recognizing the Human Element
As we navigate the digital age, we must remember that businesses are still run by people, not machines. Personal egos, fears, and team dynamics often pose more significant challenges to business success than technical issues.
When you start questioning 'why,' you'll likely encounter these human obstacles. You might discover that the person you're working with needs to be made aware of the overall goal or that your assigned task is unlikely to impact the desired outcomes.
Sometimes, organizational change is necessary for success, reminding us that it's not always about implementing a tool but about effecting meaningful change within the people involved.
The challenge then changes. Instead of simply executing what has been asked of you, you are now trying to align business goals with stakeholder goals. And not all of them will be clearly articulated.
For example: your stakeholder might be very status-driven, and by asking "why" you are actually identifying to his higher-ups that his team is working on the wrong project. Oops.
Zoom Out Before Zooming In
Although it seems logical to strategize before diving into tactics, many overlook this crucial step in their haste to 'get busy.' While taking action is undoubtedly essential, understanding the 'why' and the 'what' before exploring the 'how' often proves more beneficial in the long run.
So, before you jump headfirst into your next project, armed with your favorite tool, pause and ask:
"If I successfully help you do this, how will we utilize it to achieve our goals?"
This simple question could save you and your clients a lot of time, money, and energy.
In conclusion, evolve your approach, diversify your skills, ask the right questions, and understand the 'why' of your projects. This way, you will add more value to your clients and make meaningful strides in your career as a digital analytics consultant.
Upcoming Webinar: New Google Tag & Settings Variables
The wait is finally over. Google released "Settings Variables" for Google Analytics 4 in Google Tag Manager. This will significantly impact the way you setup your tags and manage your implementation. I highly recommend you use it as soon as possible to minimize future technical debt and save yourself from a lot of headaches and problems down the road,
The webinar will be hosted by me on the 27th of September at 8:30am PT / 11:30am ET / 17:30 CET and you can find our more information and RSVP here:
NEW: Google Tag & Settings Variables in GTM | Data to Value Academy
We're diving deep into the new Google Tag and GA4 Settings Variables available in Google Tag Manager on the 27th of September at 8:30am PT, 11:30 ET, 17:30 CET. We'll walk you through everything this new tag can do, what these new variables can do, a...
The Value from Data newsletter is written by Rick Dronkers and part of Data to Value B.V.
If you're interested in receiving new editions, consider subscribing at