As digital marketers, we have a ridiculous assortment of technologies available to help us plan, manage, execute and measure our marketing efforts. And while all this new technology may help us do our jobs better, it also creates a major problem: we're up to our eyeballs in data.
If you're like most marketers, odds are you have more data than you know what to do with. Each new technology presents a new data source, and each of these individual streams holds but bits and pieces of your business story. You need to wrangle all this data into something meaningful—a coherent story that communicates the many, many anecdotes hidden in your data.
Sound complicated? It doesn't have to be. Learn how to herd those data cats into meaningful insights by identifying the story you want to tell, assembling the correct data, and presenting it visually in a way that makes sense to stakeholders. You'll walk away with new ways to turn a marketing chore into a business decision driver.
John Lovett, Web Analytics Demystified
John Lovett is a veteran industry analyst and expert consultant who has spent the past decade helping organizations to understand and measure their digital marketing activities. Prior to joining Web Analytics Demystified, John was a senior analyst at Forrester Research where he led the Analytics and Optimization practice. John is currently the president of the Digital Analytics Association and author of Social Media Metrics Secrets (Wiley, 2011).