Most of the online marketing & conversion optimization that exist today is not based on science or any formalized process.
People are doing all sorts of crazy things in a hope to generate sales. They blog, they produce videos, they are on instagram, they do podcasts, they speak on stages throughout the world. But they don’t really know what is working and what is not working in their marketing. They are just copying each other, like blind leading the blind. They do not have any data to back up their theory, formulate a hypothesis or increase budget.
They have no way of knowing which marketing channels are actually working and where to really invest time and money. They can not put their finger on any one marketing activity and can say with any degree of confidence that this is the marketing activity which has the most impact on our sales. What they have got is ‘attribution problem’. Gone are those days when you were advertising on just one marketing platform and device, and attributing sales was as easy as looking into an analytics report.
Analytics reports are now, not what you see is what you get. They are what you interpret is what you get.
In the world of multi-channel and multi-device marketing and the ever increasing number of marketing platforms, attributing conversions to the right touchpoint is becoming progressively complex and hard. So you can no longer ignore attribution issues, unless you don’t mind getting obsolete. Because market reward those who continue to add value to the marketplace. Those who refuse to upgrade themselves or believe they know it all are left behind.
Any person can learn to do A/B testing in a couple of hours. But that does not mean they can actually benefit from it. Because poor data interpretation result in poor insight.
Any person can learn to use GA/GTM online in a couple of weeks. But that does not mean they can actually benefit from it. Because poor data interpretation result in poor insight.
What separates one web analyst/marketer from the other, is actually the interpretation of data. How they read the data and gather insight to drive sales.
You can run A/B tests 24 hours a day, 7 days a week, 365 days a year and still not see any improvement in conversions, if you don’t understand the statistics behind such tests.