If your team is stuck with reports that don’t lead to decisions or tools that don’t quite work together, it might be time to bring in a digital analytics consultant.
You can have bulletproof data. You can follow privacy regulations. You can track users across sessions. But you can’t have all three.
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.
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?