The scary thing about this is that marketing folks still seem to consider the results from GA as somehow valid. With the result that non-techy demographics get counted more, and therefore marketers assume that non-techy people are more interested in their stuff. It becomes a self-fulfilling prophecy.
Fighting this fight at the moment:
marketing folk - "we're seeing more responses from old people than young people, we should focus on that market"
technical folk - "Are we allowing for the fact that older people are less likely to be blocking GA and therefore most of those untracked clicks are likely to be younger?"
marketing folk - "well, no, but we don't have any information on those, so we can't make any decisions about them."
technical folk - "but we know GA is blocked by ad-blockers. And we know that ad-blockers are used more by younger, more tech-savvy people. And we know that approx 60% of the visits to our site are not registering on GA. So... can we include that in our analysis?"
marketing folk - "...."
technical folk - "...."
marketing folk - "I don't know how to change the pretty graph that GA produces to include that."
Fighting this fight at the moment:
marketing folk - "we're seeing more responses from old people than young people, we should focus on that market"
technical folk - "Are we allowing for the fact that older people are less likely to be blocking GA and therefore most of those untracked clicks are likely to be younger?"
marketing folk - "well, no, but we don't have any information on those, so we can't make any decisions about them."
technical folk - "but we know GA is blocked by ad-blockers. And we know that ad-blockers are used more by younger, more tech-savvy people. And we know that approx 60% of the visits to our site are not registering on GA. So... can we include that in our analysis?"
marketing folk - "...."
technical folk - "...."
marketing folk - "I don't know how to change the pretty graph that GA produces to include that."