Ian Lurie // Jun 29 2007
Analytics is great. Now stop using it for a week.
The beauty of internet marketing is that you can measure everything. But that’s also its curse. I see more and more companies who won’t move an inch without hard data. That’s shortsighted, and ignores the fact that marketing is for human beings, by human beings. Sometimes you have to take a chance on something new and creative.
How will you build a brand around something if you wait for a 4:1 ROI?
At some point, you have to use the best computer you’ve got: Your own brain.
Next week, don’t look at your traffic reports, or your sales reports, or anything else. Spend the whole week doing what good marketers do: Imagining great new ways to tell folks how cool your product is.
Because analytics measures results. It doesn’t determine strategy.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More