You need to always ask WHY
The data reported positive news. The company reacted by increasing marketing budget. Sales tanked as the data was incomplete. Who was at fault? I say the CMO for not asking WHY.
The MarTech Gap is a Misdiagnosis
It is easy to recognise there is a gap between the investment Digital Analytics and the impact on business performance from it. But what is the cause, is it the technology letting us down or is the people?
Data Democratisation vs Data Literacy
What if Data Democracy is not enough? The technology has now advanced sufficiently to achieve this but we are still missing the business impact. Do we need to get better at asking good questions, not just having the answers?
20 years in Digital Analytics: still the same barriers?
Reviewing my talks going back to 2008, I have been talking about the barriers to maximising the impact from Digital Analytics for a long time. Frustratingly, these barriers appear to have remained broadly the same, despite all the change in that time.
Why I became a Fractional Digital Analytics Leader
People, including myself, have asked why I am back working for myself and why as a Fractional Digital Analytics Leader, why not a new client side role or starting my own agency or basically anything else. Simple answer is I picked out the best bits of different options, put it all together and this fractional approach is my way to describe it.
Webinar: Digital Analysis, Done My Way
You have the tools and the data, the questions are flooding in but where do you start to provide the answers. This was a practical webinar, talking through approaches Peter has used for more than a decade to interpret and gain insights from Digital Data.
Webinar: Digital Data Maturity
Digital Data Maturity defines an organisation's ability to use data to improve business performance. This webinar reviewed multiple maturity models and how to use to develop a strategy for the short & long term to get more impact from your data.
Workshop: Identifying & Resolving Transaction Discrepancies
While Digital Analytics data is never 100% accurate, people lose trust if key metrics are clearly wrong. This is a step by step guide to identifying and resolving issues with key conversion metrics such as transactions.
Workshop: Google Analytics Audit for Ecommerce Websites
A checklist was recently shared to audit the GA set-up for any ecommerce website. This workshop provided a practical demonstration of how this checklist should be used through a live audit of the Google Merchandise store.
Set-up of GA4 for Ecommerce websites
Is the implementation and configuration of GA4 on your ecommerce website fit for purpose? The set-up required to provide critical insights to improve business performance is detailed out here.