Analytics are important. They help us understand how successful (or not) our marketing efforts are online, and they can even help us target our actions towards avenues that will be most beneficial in the future. Unfortunately, too often we collect analytics in a rote, habitual way, without going deeper into what our numbers mean. We look at conversion rates going up and are pleased without considering why. When we do this, any gains aren’t sustainable–and we won’t be able to quickly fix any problems that crop up.
Analytics should be about learning something about our customers, not collecting data. It’s all about the story. When we look at the numbers the same way over and over, we tend to apply the data in a way that supports an old story rather than letting it change with circumstances. So how can we ensure that we are hearing the right story from our analytics? There are three simple tactics that can help you ensure your analytics are telling the right story and get to the truth.
These three small changes in your attitude towards analytics will go far in helping ensure that you are getting the full value from the data you collect–and that the story your analytics tell is the right one. If you are struggling to find the greater story in your own analytics, it can help to get a fresh, independent set of eyes on the data. Consulting with a specialist may help you find the real story. No matter how you do it, however, make sure that your analytics are telling the right story.
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