The 2015 Digital Marketing Rule Book. Change or Perish.
Avinash Kaushik writes:
It is the season to be predicting the future, but that is almost always a career-limiting move. So I’m not going to do that.
It is a lot easier to predict the present. So I’m not going to do that either.
Rather, I’m going to share a clump of realities/rules garnered from the present to help ready you for the predictable near future . Now here is the great part… if you follow these rules and act on these insights I believe you’ll be significantly better prepared for the unpredictable future.
Awesome right?
Now here’s another surprise: These rules/insights/mind shifts are not about data!
He covers a lot of interesting ground to conclude:
Do you agree with my learning that our primary problem is not web analytics/data but, rather, it is unimaginative web strategies?
My “take away” was much earlier in his post:
All while constantly optimizing your portfolio via controlled experiments .
For me the primary problem is two-fold:
- web analytics/data as understood by management (not the users they are trying to reach), and
- unimaginative web strategies
How can you have an imaginative or even intelligible web strategy unless and until you understand user behavior or their understanding of the data?
See my post on testing relevance tuning with the top ten actresses for 2011 as an example of questioning web analytics.