Hypocrisy in Web Analytics?
Before every eMetrics (I’ll be in San Fran teaching Basecamp, at the Gala, etc.), I try to ask myself, what is the most critical issue facing the web analyst community right now? Then, at the show, I ask everyone I run into what they think about this issue.
There’s lots of issues to choose from. Career path I think is a big area of discussion, given the mergers in the space and trend towards outsourcing. Then there’s the “we don’t get no respect” thing; senior management doesn’t seem to listen / understand / act on the information provided. And one of my favorites from the past is still out there, data torture – people being pressured to manipulate data to reach a predetermined analytical outcome.
But seems to me, more important at this juncture is trying to resolve why there is so much written about the importance of “the customer” but very little measurement at the customer level. Think about it. Customer experience, customer centricity, the entire social thing, it’s all about customers.
But when folks wants to trot out “proof” that this or that approach is the road to the promised land, they analyze impressions, visits, clicks, etc. Visitor-level stuff. Does that seem like the correct approach to you? Seems to me, if you want to provide knowledge about customers, you should measure customers.