Business Intelligence & Analytics Self Storage Lab

Today, we dive into the numbers that make your business run. We will dive into the new buzzword every operator is talking about, Business Intelligence (BI), why attribution is so important, data privacy, and how to setup an infrastructure to measure the right data.

What we cover:


BI is becoming more prevalent
Attribution piece
It’s not just about measuring, it’s about the questions you are asking
Analytics should help you tell a story
Data Privacy + Stats being collected
Tools and resources Operators should be aware of

Defining BI


What is BI? IBM “What is Business Intelligence?”
The biggest misconception

A Self-Storage industry in transition


Brick & Mortar toward a digital experience
Why it’s important?
Ask the question and measure the process
KPIs and OKRs

What should I measure?


Website Analytics → Google Analytics
Where do they come from?
How do they navigate my website?

So many data silos


How do my different data sources all talk to each other?
Microsoft BI

Attribution


The why?
Know where your revenue is coming from
Understanding what is driving the business decisions

Where did they go?


Understanding bounce rates
What is an “exit event” and what can you do about it?

Your contact center


The players
Average time to pick up
Average chat time

Other things to measure


Ratings and reviews
Auto-payment enrollment

Data Privacy & Data Bias


Bad actor examples of inappropriate tracking
Brave browser
Duck-duck-go
Safari Privacy
Best practices to get customers to opt-in
Shake my hand and say hello before you ask for my information

Making a data tool decision


Google suite (GA4 and Tag Manager)
Ability to integrate into current software stack
Intuitive interface
Make sure it’s secure
Mason’s favorite BI tool - Microsoft Excel & Apple’s Numbers

Other resources


Use Youtube
LinkedIn Learning (formerly Lynda)
Coursera