Nothing in this world is perfect and that couldn't be more true for organizations struggling to become data-driven. As you strive to improve the customer journey across your owned channels, there are so many things you probably wish you could do with the data. Conversely, there are so many things you probably wish you could stop doing. I'd like to focus on things everyone should stop doing immediately. I grew up listening to The Doors with my dad, so in the immortal words of Jim Morrison it is time to "break on through to the other side."
If you find yourself on the lower spectrum of the analytics 'maturity curve,' it is probably because you are wasting your time on one or many of the items I'm about to discuss.
The Top 5 things all organizations should stop doing immediately:1. Stop fretting about the keyword availability for organic search from Google2. Stop blindly sending out reports like a robot3. Stop worrying about exact numbers and sampling4. Stop doing large-scale redesigns of your digital presence5. Stop spending your entire day in meetings
Analytics should not be robotic; let's not let the machines win this one. Shift your time from reports to analysis.
Bill Bruno is the CEO - North America, Ebiquity.