Tool Knowledge and Accountability.
There is no denying that digital activities are key to business growth. However the incremental creation of new specialised tools reduces their effective implementation.
When Google launched the Digital Garage in 2015, the purpose was to support small entrepreneurs with digital marketing strategies and activities. However surveys made by each Garage location revealed that the majority of clients came from companies and agencies with large marketing teams. They required training in navigating Google Analytics, a free tool used in over 90% of companies to take data-based decisions. The survey revealed that in average only 20% of the tool is used correctly in companies.
This common issue of implementing a tool with very little training and understand of its whole functionality is shared across different expertise areas. There is no need to look into the marketing services to find misused tools.
Tools exist across the whole business structure, whether they are implemented to support the services of marketing, development, design, HR, accounting, business development and much more.
Limited tool knowledge can rarely be blamed on staff. Often limited training, time and opportunities to experiment with a new tool are to be held responsible. However this lack of understanding impacts on the effectiveness of data-driven decisions and on the tool profitability.
Only 20% of a tool is ever used correctly in a business.
Digital Intelligence helps.
Digital Intelligence identifies the gaps in tool usages and how it impacts your profitability.