The average WAW participant can do so much more with data today than they could 5 years ago, don’t you think? I’ve seen tremendous growth in the sophistication of the tools that are accessible to us, the amount of available data that is tracked, and the collective knowledge in the industry.
Now think about the impact that digital analytics has on an average business and their customer. Has it increased at a similar rate? Not quite. But why is that, and how can we change it? I’ll share some successful examples, mainly from e-commerce, and 2 principles that I consider crucial for making analytics impactful.