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?