In Bill and Ammon's Bogus hang out yesterday, I caught the very end of a conversation that had something to do with whether or not marketers rely on analytics for business related decisions. There may have more to the discussion. Sorry I missed it.
And then I saw this today from Google and wondered if Google pushes data measurement because they provide the tools to do so?
I use data more and more it seems. For years, in the work I did with UX, the less I knew before I performed a site audit, the more objective I was. Today, I depend on the data I get from various sources if its available because it provides deeper inside into performance issues, and I'm learning how to see a story if I get enough info. That additional info comes from a Requirements document my clients fill out, that my test plans are created from (I never use cookie cutter testing.)
One of the push backs that always comes up from site and application dev stakeholders is that they don't believe they have mobile users. The data says they do and competitive analysis provides additional support when they are fighting for every sale. The other push back is accessibility, but that is also changing since there are more lawsuits against sites that make it difficult for special needs users to use them. (This is something I have an article in draft form on.)
Clearly there is debate on using data for decision making. Your thoughts?
A Mobile-First Mindset Is Essential in Marketing Analytics