Kudos to Omniture for posting “Survey: Search Marketers Underutilizing Sophisticated Metrics.” It takes guts to stop applauding customers and share some tough love.
According to the Omniture survey:
Every day leading companies strut their James-Bond-cool stuff, showing off their sophisticated tools and fancy talk about ROI.
It’s hard to take them seriously knowing that underneath that James Bond tuxedo their diapers are soiled.
In 1998 we were frustrated because companies didn’t understand their conversion rates. In 2009 we remain frustrated.
Much less than 1% of the thousands of companies we’ve spoken with are the exception.
Do you have any insight as to why marketers remain enamored of the shiny new object but reject focusing on the fundamentals?
P.S. Josh James, the CEO of Omniture, in January of 2005 said “Web analytics can pay for itself with a single business improvement — so the real question is how quickly can companies make data-driven decisions? This willingness to change will ultimately dictate time to ROI.”