Random opinions about #digitalanalytics

😈 It isn't easy to show positive ROI on investments in digital analytics. Why? Because companies invest too much in data collection and need more analysis and activation.
😈 Marketers mistakenly believe that digital analytics is just another name for #GoogleAnalytics. No, digital analytics means the process of analysing data from digital platforms.
😈 Digital #analytics specialists need to spend more time with qualitative data (voice of customer, #voc). Leaving the metrics to analysts and texts to marketers is a mistake.
😈 In reality, many digital analytics people still think Google Analytics and other #webanalytics platforms are their core domains. We talk a lot about digital analytics but spend our days with web analytics (and tag management, mostly #gtm).
😈 @Google wants us to refrain from analysing digital marketing data. The same is true for Meta. Analysts are their enemies. So they limit our access to interesting data.
😈 Digital analytics industry is interested only in high-traffic websites as their budget is higher. Because of this, industry events don't give a realistic picture of digital analytics in the #realworld.
😈 #Data cherrypicking is a common phenomenon when reporting #advertising data. Report enough metrics in your dashboards - you'll find something positive there.

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