Comments on: Data Rich, Optimization Poor

By: Nelson Philip

Nelson Philip — Fri, 14 Jul 2017 05:11:12 +0000

Really great read. Just as the article states, it is the management culture that needs re-examination.

By: Your Design Sucks. And Copy. And Your Idea is Wrong

Your Design Sucks. And Copy. And Your Idea is Wrong — Fri, 25 Apr 2014 04:07:04 +0000

[…] What matters is what you do with the analysis and data you have – you don’t want to be “data rich and optimization poor”. One execution is worth more than all the unimplemented analysis in the […]

By: Constantine Serafim

Constantine Serafim — Fri, 26 Aug 2011 10:18:15 +0000

Managing a business without any kind of analytics is like managing without an accounts departmentent!
Statistics need to be gathered for everything your company does online with campaigns etc. AND analysed AND acted upon. Its more than a critical aspect of your business!

By: Dana Lookadoo

Dana Lookadoo — Tue, 23 Aug 2011 04:31:00 +0000

In reply to Bryan Eisenberg.

Amen! This is one of the most spot-on commentaries about issues facing corporate marketing online – optimization and analytics. Confession, as an SEO consultant, I’m so tired of seeing the goal to rank #1 or bring in more traffic. These companies think link wheels and buy links is working, when they are bringing in crap traffic! What they need to be investing money in is quality content that is optimized to convert those eyeballs to leads and sales!

It’s time to speed up that “sluggish corporate metabolism” and get lean and mean. It can’t be done without insightful analytics to count calories and methods for measuring the waistline, err…waste line. So much time and money is wasted by not having optimization as the core of their diet.

I’m fairly new to the Market Motive scene and have already gleaned money-making insights from you and Avinash in the webinars. Look forward to taking your course, hopefully soon!

By: Tyler

Tyler — Wed, 17 Aug 2011 22:11:36 +0000

Great article, I was wondering how to track calls that come from the web to the phone and how to optimize a website from that?

By: Ojil Casi

Ojil Casi — Wed, 17 Aug 2011 09:45:13 +0000

Data Rich, Optimization Poor exists not only in US of A but also in emerging internet economies like India where I work :P. HIPPOs just dont like implementing anything based on data at all

By: Amy Engler

Amy Engler — Tue, 16 Aug 2011 17:58:59 +0000

I love the “pushing on a rope” analogy. That’s such a perfect way to describe the frustration analytics professionals experience when their recommendations are not tried or tested.

By: Matthieu Dejardin

Matthieu Dejardin — Mon, 15 Aug 2011 19:17:44 +0000

Web Data collection and conversion optimization are recent fields and the lack of training/formation (out of MarketMotive and a few universities) is clearly why! Out of these specific certifications, no one is clearly advocating for it at a large scale for the next HIPPO generations (e.g. part of any marketing MBA-level). It will take time for companies to change their mind. In the meantime, the ones that understand these needs will be successful 🙂

By: Matthieu Dejardin

Matthieu Dejardin — Mon, 15 Aug 2011 19:16:59 +0000

Web Data collection and conversion optimization are recent fields and the lack of training/formation (out of MarketMotive and a few universities) is clearly why! Out of these specific certifications, no one is clearly advocating for it at a… large scale for the next HIPPO generations (e.g. part of any marketing MBA-level). It will take time for companies to change their mind. In the meantime, the ones that understand these needs will be successful 🙂

By: Sander Lenselink

Sander Lenselink — Mon, 15 Aug 2011 18:45:23 +0000

In reply to Thomas Bosilevac.

Regarding the remark of Thomas Bosilevac . . .
You are right to focus also on the quick wins. And that’s the difficulty and challenge; to keep your eye on the long term and show (quick) results (to customers).

At this moment we’re experiencing that some customers appoint an employee to do the web-analytics, in most situations without any expericence in data. Of course on the long run customers will conclude that that’s not the right direction or get disappointed that web-analytics not delivers the insight they hoped for (and will not invest further). Sometimes it takes a year or more before the customer discovers this.

So my questions . . . how can we as consultants accelerate this process or even beter “teach” in advance the customer not to underestimate web-analytics? This is extra complicated because customers don’t want to let there employees/analysts down and your arguments as an external consultant are often “less true”
(I’m from the Netherlands and in general the US is 1-2 years ahead. I hope to benefit from your lessons learned)