Most organizations have spent precious little energy on an analytics strategy, and even fewer have structured their organizations in such a way as to give analytics data the life it deserves.
Phil Kemelor of consulting firmSemphonic asserts these things and more. You — yes, you there — are probably not so good at using your data. And if you don’t fix that soon, says he, the coming multi-channel analytics tsunami is going to overwhelm you. Either that or you’ll just keep right on going, flying blind — while your competitors continue refining.
It’s People, Then Data
There’s no denyingthat the tools are out there. In fact, it isn’tthat much of a stretch to say that the number of digital analytics data sources available will probably double this year, triple the year after that, and so on.
So why are so many of us still relying on our gut feelings and a stack ofGoogle Analyticsreports to do the job? Kemelor thinks the problem lies in transitioning from online to digital. In a recentSemphonic white paper he wrote:
“We finds a lack of understanding about how abstract website data corresponds to existing business metrics, a lack of qualified staff to draw out meaningful metrics, and a myriad number of technical challenges around the purchase, implementation, use and maintenance of software required to collect and analyze data.”