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.
CEO & Founder
Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch.Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing.Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie. Read More