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 is a digital marketing executive with 20 years' experience servicing the enterprise customer. Currently he is managing director New York at Society Consulting. a digital marketing consulting company based in Seattle, Washington. Formerly he was managing partner at Technology Leaders, a Web analytics consulting firm he founded in 2002. He combines extensive technical knowledge with a broad strategic understanding of digital marketing and especially digital measurement, plus hands-on creative in the form of the written word, user experience, and traditional design.
He writes a regular column about analytics for ClickZ, the 2013 Online Publisher of the Year. He wrote the groundbreaking "Dawn of Convergence Analytics" report which was featured at the SES show in New York (2013).
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.
He was also an adjunct professor at The Pratt Institute where he taught advanced computer graphics for three years. Edwards is also an award-winning, nationally exhibited painter. In 2015, his book Digital Is Destroying Everything will be published by Rowman & Littlefield.
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