Web analytics are more complicated than ever. Even small businesses are marketing across a half dozen channels, each with its own tracking scripts and reporting interface. Cumbersome implementations, attribution issues, conflicting reports and the feeling of being overwhelmed by data overload are all too common. Executives, marketers and even analysts are frequently hindered by powerful tools that cannot be used. Platforms often emphasize overwrought tables or clever visualizations that look good in demonstrations but struggle to connect to actionable decision-making.
Guiding clients and users through this landscape is one of our core tasks on the Pace Analytics team. We encourage readers to take a deeper dive into this topic with our white paper Understanding Omnichannel Campaign Performance: Solving the Data Usability Crisis. This white paper describes, in detail, our process and solutions for dealing with current data usability issues. It explains how we focus on the process and end goals to create a holistic reporting structure that solves for issues related to multiple channels, attribution and usability. We provide the technical expertise to connect to virtually any third-party system (provided there is an API) and business intelligence to home in on KPIs that are most linked to cause-and-effect results. The result is a report that is intuitive, encompassing, interactive and visually aligned with each stakeholder’s specific needs.