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Why Bother to Collect Data?

Posted By Bryan Eisenberg On May 20, 2009 @ 10:50 am In Accountable Marketing,Analytics,Web Analytics,Website Optimization | 22 Comments

[1]According to a recent study [2], Marketers are more likely to “monitor” than act on or react to Internet data. While 79% of businesses reported capturing Internet traffic information, only 30% of them actually modified their Websites as a result of traffic analysis. It makes me wonder if this move to be accountable by marketers is only important to them when they are measuring vanity metrics versus actionable metrics [3].

Are they only using metrics to make them feel better about their efforts or are they using the data to find ways to continuously improve their efforts [4]? And with the widely available tools today, why aren’t the other 21% of businesses even capturing this web analytics data?

Is it because as John Lovett, Senior Research Analyst at Forrester claims in his post Forecasting Change for Web Analytics [5], that it because of unfulfilled promises by the analytics vendors, that their isn’t enough talent available to analyze the data, or is it because the tools available were too limiting?

Why do you think marketer’s collect data and don’t or can’t act on it?

P.S.  During editing, Jeff Sexton reminded me of one of his favorite jokes: “What’s the difference between a used car salesman and a hi-tech salesman?  The used car salesman knows he’s lying.”  No offense to my vendor friends :-)

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URL to article: http://www.grokdotcom.com/2009/05/20/why-bother-to-collect-data/

URLs in this post:

[1] Image: http://www.grokdotcom.com/wp-content/uploads/2009/05/looking-at-data.jpg

[2] a recent study: http://www.emarketer.com/Article.aspx?R=1007076

[3] measuring vanity metrics versus actionable metrics: http://www.fourhourworkweek.com/blog/2009/05/19/vanity-metrics-vs-actionable-metrics/

[4] find ways to continuously improve their efforts: http://www.grokdotcom.com/2009/03/19/the-stages-of-becoming-an-optimization-culture/

[5] Forecasting Change for Web Analytics: http://www.analyticsevolution.com/2009/05/forecasting-change-for-web-analytics.html

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