Analytics spawned yawning among analysts?...is that possible?

By Judith Pascual | 4 Comments | Posted in in Analytics , Development , Optimization , User Experience | Permalink

I never thought I'd see the day that I would yawn during an analytics discussion.  But it happened.  I always thought it was my job to motivate people, show them the value and they will move forward.  I get little butterflies as I pull and integrate numbers and find a story to share.  I often feel like the journalist, breaking news.  But this time, I felt like I had been transported to 2004 and I though that was a good year for me, I was not pleased.

The lack of analytics mobility is starting to get boring. Apparently, I am not alone.   After so many years, let's move on folks!  I keep hearing things like, 'analytics is our focus, we need to act'...okay so why do you shy away from tracking based on your goals, not just the 'data' you are able to get at this time?  Why when you are given insights you don't act on them.  Segmenting is a bad word and you still find geography 'views' valuable.  This is just all very lame.

Now, during this economic turmoil, more than ever we need to stop making excuses for why analytics funding is not a priority and why you cannot act on customer requests.  Don't get me wrong, we have worked with so many clients that have grown and are now data driven businesses. But far too many are stagnant.  Ensure that you are not on that list. 

For 2009, you have already asked yourself, what am I spending money on?  Now, ask yourself what are you spending time on?  What are key stakeholders focusing on?  How is that growing or even maintaining your business?  Look at your analytics maturity level and if you see yourself having the same discussion you had in 2004. Stop.  Start the roadmap on moving forward and monetizing your business so you can optimize. 

Of course I know you are still thinking about costs so...put together a cost benefit worksheet (yes, it takes time and you do need to understand what you are doing) and among the obvious ensure to include:

1. Speed - what customer driven projects can we quickly turnaround that is going to influence return?

2. Better Results - improvements in results because actions were taken - savings included -

3. Shorten the meetings and discussions on items you have action plans for or documented a roadmap...and use them already...you'll be surprised how much time and money you'll save.

You can adjust things as you go...but take the step.

Remember that yawning is contagious.  Don't put yourself in a position where your analyst' yawn, de-motivate your stakeholders and it all transcends to consumer behavior.