Big data. One of today’s most glorified buzzwords. A concept that both enchants and mystifies just about everyone that comes across it. Data volumes are exploding; more data has been created in the past two years than in the entire previous history of the human race. And it’s growing faster than ever.
Big data. It’s here to stay. The question is: how can we stay afloat, and most importantly, find meaning in this endless sea of numbers?
Starting with the Basics
“Rudimentary analytics can be valuable to understand what your customers and prospects do. However, the true value from analytics comes from marrying that with the why – and more importantly, understanding how to overcome the why not.”
All of these speak to what happened but provide little to no insight into why, the telling and valuable behaviors behind customer actions.
It’s easy to see that site traffic has increased, bounce rate went down, where visitors came from has shifted, and their content interest on the site is easily narrowed to a few top pages.
Digging Deeper to Find the Why
Analytics are one thing, but in order to put real value behind those numbers you must tie them with qualitative evaluations. Utilize surveys, the voice of the customer, user testing, and social listening. “There is an immense power in being able to use quantitative data to understand the magnitude of a problem, together with qualitative data to unearth the feelings and motivations that lie behind that action.” You can guess all day at why, but it’s easier (and smarter) to just ask.
So here’s the question: Do you find yourself digging around in Google Analytics all day and
finding guessing what’s going on? There’s a better way. Time to really lace up your sneakers and play the big data game.