For most of my career in digital analytics, I’ve done a bit of everything. In theory, that sounds like a full-stack analytics dream. In practice, it’s exhausting.
Tag: Business & analytics
Analytics can’t stay tied to the old structure if the business has moved on. Just like the website evolved, the measurement framework must evolve. Otherwise, we only force the new site to fit inside old templates.
“What did marketing actually achieve?” – is the question at the end of every quarter. Or every month. And the answer never quite satisfies anyone in the room.
Minimalism influencers advocate no-buy months. They stop buying anything unnecessary to focus on what they need. In digital analytics, we can use “no tagging” months to focus on data that matters.
Companies need to ensure that someone is actively analysing the data and turning it into recommendations. Otherwise, digital analytics will remain a dream.
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Focus on Why in Digital Analytics
Asking “why” forces us to focus on the motivations, pain points, and decision-making processes behind user actions.
In digital analytics, the technical side of the work is rarely the biggest challenge. It’s persuading stakeholders to take action based on insights.
AI is impressive. But does AI-generated content make you, your blog or your company memorable and interesting? Does it make you a thought leader?
Many companies spend time and money picking the perfect digital analytics tool. With so many options available, each offering slightly different features and terminologies, it’s easy to get caught up in the selection process. Enterprise tools (GA360, Adobe Analytics, etc.) are often sold as shiny objects and silver bullets that promise to solve all digital […]
Ethical digital marketing practices require advertisers to honour users’ clear intentions to avoid tracking. If website visitors block ads, this should be understood as not consenting to tracking.