I also don’t think google analytics is that useful. It’s one of many possible tools for user tracking, and far from the best one. Thought it’s “free” so I guess that’s why it’s more popular than much better tools.
But the fundamental problem is that analytics provides data and information, when what people want is knowledge and wisdom. But you need to do the work to get it. No amount of analytics is going to tell you that your Facebook ads are underperforming their potential because your buy button is hidden by an overlay in the built-in Facebook browser, especially if Facebook is your best performing channel overall. Analytics can’t tell you what’s not there. There’s no substitute for having developers and marketers actually purchase your product, themselves, on the channels your customers use. And too many companies don’t do that.
Just a hypothesis I have, that most e-commerce companies are leaving millions to tens of millions of dollars on the table by not giving all their employees a corporate credit card and having them purchase their product on it, say, once a month. They’re losing out on far more than they’d end up paying for the few instances of fraud.
But the fundamental problem is that analytics provides data and information, when what people want is knowledge and wisdom. But you need to do the work to get it. No amount of analytics is going to tell you that your Facebook ads are underperforming their potential because your buy button is hidden by an overlay in the built-in Facebook browser, especially if Facebook is your best performing channel overall. Analytics can’t tell you what’s not there. There’s no substitute for having developers and marketers actually purchase your product, themselves, on the channels your customers use. And too many companies don’t do that.
Just a hypothesis I have, that most e-commerce companies are leaving millions to tens of millions of dollars on the table by not giving all their employees a corporate credit card and having them purchase their product on it, say, once a month. They’re losing out on far more than they’d end up paying for the few instances of fraud.