Learning Spanish would have been a lot easier if I hadn’t had to understand what the words meant. To me, Spanish was a string of easy-to-pronounce, phonetically obvious words. Aside from an accent, a tilde or an extra alphabetical character or two, saying or reading the words on the page was cake. But much to the detriment of my high-school grade point average, understanding those words and interpreting the nuances of the language was where things got murky...pea soup murky, in fact! I see a strong parallel between my misadventures with learning Spanish and how many companies use their Internet marketing analytics.
Assuming they pay attention to the available data at all (many don’t) most can only say or read the words on the page. Sure, most can look at traffic data and know when it’s rising or falling. Most can tie a traffic peak or valley to an outside event: a new advertising campaign, a press release, an e-blast or something like that, but when it comes to a more granular understanding of the abundant data the Web provides, what it truly says about their Web marketing initiative, how their company stacks up against the competition and, above all, what it can reveal about their audience, a gaping chasm exists between website key performance indicator (KPI) data and making meaningful, actionable sense of it all. At the bottom of this chasm lies a gnarled heap of wasted dollars, missed opportunities and failed marketing plans, that, with the proper commitment to experienced data evaluation, interpretation and Internet marketing guidance, didn’t need to wind up there.
Stay tuned for part 2!
Also, if you like short stories, please be sure to visit my other blog at shortstoryisland.wordpress.com
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