All over the Web there are a lot of infographics that convey data points but I would argue that data without analytics to help us understand why, how and where are pretty much meaningless. In fact I would suggest that big data is over-hyped and that the real gold for marketers is the use of analytics that help us better understand consumers and customers.
Two nationwide survey results indicate that companies’ use of social media is perceived by both groups as potentially disruptive. 55% of senior marketing executives and 52% of consumers perceive social media as intrusive. In addition, the survey among senior marketing executives reveals that many believe the data generated by social media analytics is not yet actionable.
More and more I am reading that marketers are demanding more accountability from digital marketing which is ironic because there are already a lot of ways to measure everything you do online. However the Web Analytics 3.0 mind-set and strategy call for robust qualitative and quantitative analysis in your web analytics approach with specific goals: to understand the customer experience explicitly and to then influence customer behavior on your site. It also calls for people who understand online behavior and can turn online marketing into a business driver.
Did you ever get the feeling that most brands are farting in the wind when it comes to their marketing? Every week more and more marketing executives are taken for a ride by people whose only accomplishment is getting people to buy their book. First, it was social media hype, then big data hype. What’s next?