Do You Believe Your Analytics?

What I hate about analytics ia that sometimes numbers are wrong or misleading, but when they are numbers, we’re not supposed to argue. questions

I like analysis when it adds information and context to human decisions. What we have now as analytics available for marketing and web development is amazing, especially compared to the “olden days” in the 1980s and early 1990s when we used to just spend the money and guess. It’s a great luxury.

But not when it substitutes for human decisions. When we do A-B testing, or surveys, it’s too easy to get the research wrong because questions are posed wrong or because of other technical reasons. But so often the analytics are like gospel, not to be questioned.

Do it right. Use the analytics to help guide you. Don’t let them stifle your own creativity.

(image: shutterstock photo)

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