From folks griping about lack of action on a blog or website to those bemoaning little return on Facebook or LinkedIn, there’s a whole swath of people blaming the lack of success on anything and everything.
“Have you looked at why you’re failing?” you can ask, and you’ll get the response, “Yes—we have analytics installed, and we know we’re not getting the reach and results we’re looking for.”
Usually, that’s the crux of the problem right there. People confuse analytics with the solutions to their problem, when more than that is needed.
Analytics are not the same as insights
Don’t get me wrong—analytics are crucial, and if you’re not even tracking the most basic details of what you’re doing, you’re going to be screwed. Even the most basic analytics give you:
Go more advanced, and you can get a heck of a lot of information about existing and potential customers.
You can see what time of day they like to be online, what type of browser they use (desktop, mobile, Apple, PC, etc.), what types of calls to action catch their eye and turn them from “just looking” to buyers, and much more.