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Most of today’s analytics companies work on a simple, two-part premise: We’ll supply the marketers with data, and they’ll apply it in a way that will help improve their marketing campaign and their business. This is a great philosophy with only one real problem. It doesn’t usually work.
The breakdown begins with the marketer, and the complexity of today’s marketing projects. Add data analysis to the mix and it becomes virtually impossible for any anyone to keep up. Unfortunately for everyone involved, this means that the intelligence gained from the company’s analytics is reduced to just a stat counter.
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A stat counter does the following:
With a stat counter, individuals can review their stats over a selected time-period and generally determine whether or not things are the same, getting better, or getting worse. This type of tool offers little to help explain how you got here and where you’re going.
With intelligent analytics, individuals are not only able to report on the progress of their website or campaign over the selected time-period as with a stat counter, but also easily identify specific actions they can take to improve their campaign’s performance as well as forecast the approximate outcome (see the Wikipedia page on Prescriptive Analytics).
Which do you have, a stat counter or intelligent analytics?
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