Excellent Analytics Tip #24: Obsess About Real Business Profitability

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The art of analysis often fails to deliver ginarmous success simply because of how limited our worldview is when we go about identifying bottom-line impacting insights.

Hence, this is a post on a simple concept that will drag you out of your current "what is happening on my website?" comfort zone, and out of your Google Analytics, Site Catalyst, WebTrends worldview silo.

Sounds like fun?

It is. And you end up becoming rich and famous. Not too shabby, right?

Macro Business Context: The Big Deal

Digital is an obsession for almost everyone who reads this blog. Part of the reason is that even if you work for a multi-channel…

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Eight Silly Data Myths Marketing People Believe That Get Them Fired.

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It turns out that Marketers, especially Digital Marketers, make really silly mistakes when it comes to data.

Big data. Small data. Any data.

In the last couple months I've spent a lot of time with senior level marketers on three different continents. Some of them are quite successful, but sadly many of them were not. In the latter group I discovered two common themes:

1. Some absolutely did not use data to do their digital jobs. This group should be fired immediately, so I'm not going to talk about them. [A benchmark for you: If you are not spending 30% of your time in 2013 with data, Ms./Mr. Marketer, you'll…

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