Tear Up Your Web Stats: One Analytics-Free Week
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 CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More