One of the business side effects of the pandemic is that it has put a very sharp light on Marketing budgets. This is a very good thing under all circumstances, but particularly beneficial in times when most companies are not doing so well financially. There is a sharper focus on Revenue/Profit. From there, it is a hop, skip, and a jump to, hey, am I getting all the credit I should for the Conversions being driven by my marketing tactics? AKA: Attribution! Right then and there, your VP of Finance steps in with a, hey, how many of these conversions…
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In a Q&A after a keynote a couple of years ago, I was asked: “When will traditional business analysis subsume the web analytics silo?“ My reply: “All business will ultimately be digital, so, if anything, web analytics will subsume business analysis!“ That was a half-cheeky reply. But, if you reflect upon the developments in analytics over the last couple of years it is incredible to see that we, web analytics, have moved so quickly towards the aforementioned outcome. In fact, even the term digital analytics is too stifling. It is all just business analysis – with digital being a dominant…