A Universal Challenge
Having worked with clients for more than five years in the field of digital analytics, I have noticed that one of the major roadblocks towards wider acceptance and use of analytics data is the lingering doubt about the data’s accuracy. In reality, managers would accept the reports we churn out, however, we know, based on the decisions they are making, that they have not wholeheartedly accepted them. Let us face it, after all, why should the decision makers trust the data we are presenting to them? In all likelihood, the Web Analytics System (the people, platforms, and processes) exist and work as a separate unit, rather than as part of the data user’s team.