.

Audit the current situation

Don’t waste time reinventing the wheel. Find out what knowledge, experience and expertise you already have in the building/across the business and use that to help to develop and implement your plan.

Audit current practice so as to understand:

• Who has good/excellent analysis skills, and who doesn’t, and what training is needed as a result.
• What is already known,
• What is currently being measured,
• How,
• On what marketing channels,
• When, where and how often.
• By whom,
• What analysis and reporting happens as the result of those measures, and
• Who sees what analysis, and what action is taken as a result.

This process should highlight gaps in skills and existing systems and guide you to what actions need to be taken in order to address them.