If you\u2019re excited by data, you\u2019re doing it right. Obviously\u00a0I joined\u00a0the Google Analytics team because I believe that statement (and am passionate about the product).<\/p>\n
But beyond that, I have thoughts\u00a0at the industry level too. Data needs to\u00a0be in the DNA\u00a0of all marketing and PR professionals: agency-side\u00a0and<\/em>\u00a0client-side. More than it is today.\u00a0Far<\/em>\u00a0more.<\/p>\n My subjective analysis from the last 5+ years as a consultant at various agencies and with clients across verticals is this: there is a growing\u00a0digital divide\u00a0when it comes to web and social analytics.<\/p>\n There are basically three types of people:<\/p>\n <\/p>\n These are the\u00a0practitioners\u00a0that\u00a0really<\/em>\u00a0get metrics. In fact, they\u2019ve been making data-driven decisions for years and iterating their marketing programs to achieve\u00a0sustainable returns. None of this stuff\u00a0is new\u00a0to them. They submit clear dashboards to key stakeholders and have educated those stakeholders about metrics, differences between outcomes and KPIs, how they conduct analysis to inform tactics, etc.<\/p>\n Jedis are focused on\u00a0the critical few\u00a0and understand the\u00a0importance of\u00a0simplicity\u00a0in reporting. They also don\u2019t have shiny object syndrome when it comes to whatever the day\u2019s fluffy metric de jour\u00a0is and don\u2019t feel like they\u00a0have<\/em>\u00a0to report on something simply because it\u2019s new. Instead, they calmly and rationally add defensible metrics\u00a0that matter<\/em>\u00a0to their mix.<\/p>\n <\/p>\n These\u00a0practitioners\u00a0know<\/em>\u00a0they need to embrace analytics, and are making the effort to learn. They\u2019re testing and tinkering with tools and starting to report \/ analyze to see the bigger picture of how analytics across platforms and tactics work together. Ideally, the Jedis on their team help push them to the next level. With time and additional encouragement, apprentices are positioned to lead their organization, be the ones establishing measurement processes and confidently educating clients, teammates and superiors.<\/p>\n <\/p>\n Unfortunately, there is still a group that either ignores data because they think it\u2019s too difficult to use (it\u2019s not) or they are still tentative about digital marketing tactics overall. Jedis and apprentices have their work cut out for them to educate the ostriches.<\/p>\n Hopefully in time and with the right coaching, ostriches will get more comfortable with data and making informed decisions\u00a0beyond gut feel\u00a0for their marketing initiatives. I know to readers here (you guys are an educated bunch) that making decisions on the web based on gut feel sounds crazy. It is. But as hard as it is to believe these folk still exist, and it\u2019s all of our jobs to help bring them forward. It improves the industry as a whole and makes us all better, more accountable marketers.<\/p>\n This really matters\u2026<\/strong><\/p>\n In time we won\u2019t have any online marketers or entrepreneurs not fluent in digital measurement. The confusion exists today only due to the transition of our industry into one that\u2019s purely digital. As the\u00a0living artifacts\u00a0continue to die off, this trend will continue to\u00a0accelerate.<\/p>\n In the meantime the world belongs to the Jedis: they have defensible, metrics-driven rationales for their strategies. They\u2019re able to clearly show superiors how their programs are working and, due to this, are consistently given increases in budgets. They\u2019ll win the biggest and best clients as the industry becomes more educated and is interested in\u00a0outcome-oriented programs and agencies\u00a0(vs. those who just focus on KPIs).<\/p>\n","protected":false},"excerpt":{"rendered":" If you\u2019re excited by data, you\u2019re doing it right. Obviously\u00a0I joined\u00a0the Google Analytics team because I believe that statement (and … <\/p>\n1. Analytics Jedis<\/strong><\/h2>\n
2. Analytics Apprentices<\/strong><\/h2>\n
3. Analytics\u00a0Ostriches<\/strong><\/h2>\n