Would you like to know what I’ve learned doing a few hundred analytics audits? In particular, ones that were for ecommerce brands? Brands that were pitching for funding, had already gotten funding or were just simply trying to grow.
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Over the last year, in particular, I’ve been mainly working with ecommerce brands that have been bringing in the cash, but weren’t too sure what was happening to it, where it was all going, and why they couldn’t measure that properly.
And do you know what, I’ve found a set of themes that come up time and time again. Naturally, I’d like to share these themes with your audience. A problem shared is a problem halved and all that!
These issues can be found across the collection and reporting on marketing spend, resulting in poor data quality, and leading to bad decisions. They range from complex misattribution of spend to really simple fixes that make life easier, clearer, neater and – marketing more accountable.
Ideal scenario – you make your data work harder. Nightmare scenario – your data isn’t solid enough to demonstrate growth for a funding round, or justify an investment you might have been lucky enough to get. In this talk, I’ll give you a top-level overview of the problems found, and why you should care about it.
Spoiler. Money. Good data gives you insights that help you grow. Fact.
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