This might seem a principle so obvious it doesn't need stating. However, a survey of 330 Australian marketers found that 20 per cent were not tracking their investment in digital activities at all, and a further 14 per cent were running tracking but had no idea how they would use that information. In other words: one-third of them have moved into a more measurable environment and decided not to measure or act on anything.
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Analysing web traffic is not a spectacularly difficult task — certainly not compared to broader big data projects linking entirely unrelated sets of data. And only 11 per cent of those surveyed in the study (conducted by First Point Research and sponsored by Sitecore) cited "difficulty retaining digital staff" as a reason for not doing more, so the usual "we can't find people" excuses don't apply.
Not all analytics projects are easy, but measuring and analysing web traffic is one of the better-understood ones. If your employer is happily sitting in that particular sea of ignorance, it might be time to look elsehwere.