The reports like page views, hits, top pages, visitors and dwell time have been the daily routine of some organizations at the name of analytics. These are the easiest numbers to generate. Same exact reports are downloaded and shared in meetings over and over again and are just statistical data at best. And these reports have been there ever since the world wide web, and in most cases, should not be taken at face value because they are not 100% accurate.
Many companies rely on these numbers and data thinking they are an indicator or proxy of success, which is not true. If you want to get relevant reporting by your analytics platform, you can’t rely on default settings. You must customize it as per your business goals and objectives. Sticking to native and default analytics settings and not customizing it as per your business requirement is what we call as STONE AGE ANALYTICS. This mindset and approach of reporting the default analytics dashboard must be changed, and we must customize and align analytics with business goals.
In order to better understand how analytics works, we must also understand how it was invented and has evolved over time.
- It was started by an IT department of a company.
- It was used to measure the bandwidth used by the company website. It was important to measure the bandwidth of people using the website because that is how companies were billed for internet usage.
- IT department needed to know how much bandwidth was being consumed by their website to develop the budget for accounting.
- IT departments also provided data like hits, visits, dwell time.
- Marketing departments got to know of this and took it further.
- It has now become an indispensable part of online businesses worldwide.
What businesses need to realize is that all these numbers cannot be used to measure success as they are not 100% accurate, and so cannot be relied upon.
It is very important to check the stone age analytics culture in your organization. This can easily be done by:
- Educating yourself and your team.
- Not relying on numbers.
- Sticking to actionable information to make informed decisions.
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