The Dirty Dozen – Don’t Do Analytics…

1) If you haven’t set good goals and objectives first. (If you don’t know where you’re going any road will get you there).

2) If you intend to simply use tools to report without taking action. (All analytics should result in doing something because of something).

3) If you’re using numbers as an emotional crutch (We’re doing really well, look we got 10 million page views yesterday).

4) If you intend to communicate like a drip! (Our bounce rate was down 10% resulting in more page views per visit and therefore an increase in overall engagement).

5) If you haven’t got a hope of putting your findings in front of someone who cares about the business (eventually you have to have management buy in cos it gets expensive in terms of resources).

6) If you’re trying to use competitive intelligence to figure out how much your competitor sells (if they get 10000 visits and have an average conversion rate they must be making X… complete bollocks!)

7) If you only intend to measure unique visitors (everything needs to be in a business context and Uniques alone simply isn’t in a business context).

8) If you’re obsessed with tools and how to implement them (get a life! I mean data integrity is important, sure but don’t obsess over getting perfect numbers, it’s never gonna happen!)

9) If you’re not prepared to work at it (I’ve being doing business optimization with analytics in one form or another since 1996 and I’m still learning every day)

10) If you expect analytics to solve all your problems (Having data can help in so many different contexts but it isn’t a magic bullet).

11) If you’re not prepared to work with other people in your ecosystem (Doing analytics in a goldfish bowl is a waste of time).

12) If you’re doing analytics because everyone else is (there is nothing worse than copying without a reason to copy).

So there you have the 12 worst reasons I can think of to start doing analytics. Anyone else got a worse reason?

Steve is a well known analytics specialist, author and speaker. A pioneer since 2002, he established one of the first European web analytics consultancies (Aboavista), later acquired by Satama (now Trainers’ House) in 2006. In 2008 he wrote his first book Cult Of Analytics published on May 14th 2009. He currently serves as CEO at Quru and has presented and keynoted web analytics topics across Europe. These include The Internet Marketing Conference (Stockholm), The Search Engine strategies (Stockholm), IIH (Copenhagen), the IAB Finland (Helsinki), Media Plaza (Amsterdam), Design For Conversion (Amsterdam) The eMetrics Summit (London, Munich, Stockholm), Divia (Helsinki) in addition to sitting on dozens of panels.

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10 comments on “The Dirty Dozen – Don’t Do Analytics…
  1. Nikki Rae says:

    Perfect. Well done. Lol…
    Nikki Rae

  2. Love this. Plan to share with attribution, of course! Thanks!

  3. If you don’t ask questions and make assumptions.

  4. Karilee says:

    And the most basic reason of all NOT to do Analytics… If you’re never going to look at the results anyhow.

  5. Anupam says:

    very well said without any goal or target analytics is useless.

  6. @Nikki @Angela @Anupam – Thanks!

    @Markus – Good one.
    @Karilee – Yup agree. Data collection for the sake of it is also a waste of time!

  7. Nikul Sanghvi says:

    Good post – I’ll also add…

    13) If you still frequently use the word ‘Hits’.

    14) If ‘Time On Site’ is your favourite metric.

  8. Katie Saxon says:

    I think you’ve pretty much got it covered, although @Nikul makes some good points too.

  9. Rob McLaughlin says:

    Great set of thoughts, good to see we are experienceing the same pain 😉

1 Pings/Trackbacks for "The Dirty Dozen – Don’t Do Analytics…"
  1. […] This post was mentioned on Twitter by Steve Jackson, Eivind Savio, Jonny Longden, Flavio Silveira, HakNick and others. HakNick said: Don't do analytics if: http://bit.ly/e1M6ng #analytics […]

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