Chapter 7
Optimizing with Metrics
In my world, all data follows a clear methodology: data predicts customer wants and needs, and data spells out wins, missteps, and corrections. And my execs can easily glean their next moves from three simple, color-coded charts. All metrics lead to the same conclusion.
Once I wipe away the tears of ironic laugher after reading that paragraph, I open up my dozens of Excel charts and PowerPoint tables, and I return to the dreary work of trying to make the numbers tell a soothing, believable story.
But there is no such story. While web analytics is a hot topic, the numbers won’t take away your responsibility to make a choice. You must be informed by data to make decisions. But data can be manipulated.
Chapter ...
Get Complete B2B Online Marketing now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
