Making sure you audit, kill zombie profiles, stay true to yourself, and get properly trained will bring noticeable improvements in analytics.
Apple-picking season is over in the Northeast, but no matter where you are, you can improve analytics before the end of the year by working on just a handful of common failure points.
Some of them may seem obvious, but in my experience, the number of organizations leaving this fruit unpicked is greater than those that fill their baskets and have apple pie for dessert.
And it's more important than that.
Because while we can call these items low-hanging, we can also call them foundational. Leaving them unaddressed exposes you needlessly to more long-term analytics ills, and possible failure. Pushing the metaphor one more step: does an apple a day keep the doctor away? Maybe. But taking care of the following four items will certainly bring noticeable improvements in analytics.
No doubt there are more easy achievements than I have listed. I've tried to show some that seem both common and not very difficult to solve. If you've already solved these problems, no doubt there are higher rungs to climb and juicier fruits farther up the tree. But my guess is you have at least one of these apples right in front you today. Enjoy!
Ripe Lemon image on home page via Shutterstock.
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Andrew V. Edwards is a digital marketing executive with 20 years of experience serving large organizations, and has been an operating executive and digital marketing consultant since the 1980s. Currently he is a partner at Efectyv Digital, a digital analytics consulting firm. Andrew combines extensive technical knowledge with a broad strategic understanding of digital marketing and especially digital measurement, plus hands-on creative in the form of writing and design.
In 2004 Edwards co-founded the Digital Analytics Association and is currently a director emeritus. He has designed analytics training curricula for business teams and has led seminars on digital marketing subjects.
Besides writing a regular column about analytics for ClickZ, Andrew wrote the groundbreaking "Dawn of Convergence Analytics" report, which was featured at the SES show in New York (2013).
His book Digital Is Destroying Everything, published by Rowman & Littlefield, will be released on June 15, 2015.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT