Decision making with Digital Analytics
Digital Analytics may not be a very common concept for marketers worldwide, but it should be. Digital Analytics play a major role in business decisions, including several factors that influence how managing digital analytics could lead to the improvement of your business, from interaction models, to something as trivial as assuring that the information collected to make these decisions is accurate as possible.
Time, the most important variable
Imagine running an overnight test and making decisions based on the results. Catastrophic, right? It is crucial that the test that will be conducted is long enough to draw reliable conclusions. Running an A/B test on traffic levels during a special one time occasion will not work since they should be testing the website in the right period of time, which means doing it during normal website traffic for results to be as reliable and accurate as possible. The results can be misleading since the traffic of the website will not be the usual, and this can lead to an incorrect decision that could jeopardize the future of the company.
If used properly, digital analytics will help you make managerial decisions. In order for digital analytics to work, you need to ensure that the testing is long enough, otherwise Digital Analytics ≠ Good Decisions.
