The voices in the data
Steen Rasmussen
Connecting People, Data and Business Outcomes - Director of Data Innovation, Board Member & International Keynote Speaker
Take a long hard look at your data.?
See it?
Now listen.?
What do you hear??
Well, it could be a lot of things, but as Alban Gér?me put it in a comment to the post "If your data doesn’t hurt sometimes, you’re not doing it right", you should be able to hear the voice of the customers.?
This perspective might challenge some of the conventional idea that analysts primarily serve managers, but it is also a great reminder about what the data represents.?
Because it’s not just random data, it’s the most amazing representation of our customers, potential customers, and the market.
So 100 people arrive from a Google ad for a “buy Nike Airtox 88”, but if 99 leave again without buying, then what?
Did the website fail???
Do we have a CRO problem??
Maybe, but most likely we have a market problem.?
Our shoes, delivery, or offering sucks compared to the competition.?
And yes, it might be the price…?
But do you know or are you just lazy guessing?
As analysts we can choose to be the voice of the website or the voice of the customers, but you do the math and figure out which one is most important for the business.?
When push comes to shove businesses need to make decisions about adapting the product range to match the customer's needs and behaviors to secure the future… and in this context the website is still just a website.?
But the data is magnificent through those lenses.?
The other content in this edition
NEWSFLASH: B2C 6 week cohort GA4 course coming up
For years I have been raging about the low data quality, especially in the marketing data in Google Analytics means most companies have never been able to achieve the full value of their tracking to secure a higher return on their digital media budget.?
With GA4 it’s now worse than ever.?
Not only because there are both new opportunities and issues with GA4 that are not being recognized enough, but also because of data loss due to unconsented traffic and wrongly modeled data.
But it’s not impossible to fix.???
Not at all.?
So dive in and explore if it isn’t time to improve your B2C data quality and business by joining the “Advanced B2C Google Analytics Marketing & Campaigns: Beyond the “By the Book””
The cohort starts on Tuesdays February 4 and runs every Tuesday for 6 week.
So get moving - you can even use the campaign code “newsletterpeep” and get 30% of the price shoved off.
Or just Click Here - and get redirected to the special discounted landing page
FREE: 20 minutes Lightning Lesson Webinar
Join me on January 14, 2025, for an insightful 30-minute session on uncovering and fixing common GA4 marketing mistakes that could cost you. In this free virtual event, you’ll learn:
Bad data leads to bad decisions. This session will help you identify and correct key issues in your GA4 setup, ensuring better data and smarter marketing strategies. Don’t miss this chance to optimize your marketing performance—sign up now!
Latest LinkedIn post: 7 days
7 days into the year... And feeling like this
Top 3 Linkedin Posts last month
Latest article: Subscription Analytics
Inspried by many conversations with and presentations from Jonas Nygaard , Mikael Christian Carlsen and Klaus Stokbro Andersen . Dive into why Google Analytics ecommerce tracking fails for Subscription Businesses and what to do about it on the IIH Nordic blog.
领英推荐
This is a chance to understand Subscription Analytics a little better.
Other articles:
Medium: The Problem with Data
Data isn’t just a cost—it’s a powerful resource that can transform your business. By shifting your mindset and using data strategically, you can uncover insights that drive innovation, efficiency, and growth. Learn how to harness its potential and rethink what’s possible. Read it here.
Latest Video & Podcasts: Business Growth in the Era of AI Future Trends for Leaders in Data & Analytics
I had a fantastic time joining? Emi Olausson Fourounjievais podcast to dive deep into the transformative world of AI, data, and analytics. We explored the future trends for leaders navigating the AI era, focusing on actionable strategies for business growth. It was a pleasure to share insights on:
If you're a leader or innovator eager to stay ahead in this dynamic landscape, this conversation is packed with valuable insights.
And in other news
Jesper ?str?m and I have been discussing doing a limited 10 episode podcast series about setting the right KPI's for different business types. Expect a launch at the end of January.
Upcoming Events in 2025?
I thought you would never ask. ??
you can enjoy, experience, or hear me at:
January
Ongoing: IHM Business School, Malm?
16. Brand Analytics Jam Session, Copenhagen
18. Measurecamp Malm?, Malm?
23. Danish Ecommerce Award - Jury duty, Aarhus
27-31. Superweek Analytics Summit, Hungary
Feburary
Ongoing: IHM Business School, Malm?
04. B2C GA4 Marketing Cohort Start, Online
12. CDOIQ Nordic, Helsinki
26. Google Analytics Network Group, Copenhagen
And that campers, friends, and other nice people concludes this month's newsletter,
Hopefully, I will see you next month
Best
Steen
The Smallest print
For the clients:
Ambition to get your digital analytics, AI or digital business needs fix or taken to the next level? That is basically my job description, so please reach out to [email protected] for a talk.
For the Event organizers:
If you want me to speak at your event?
Head over to my official speaker website for that: Steen.FYI
If you want the circus to come to your town as well, reach out here, and let’s talk - just Get in touch
Feedback:
How do you guys like the Newsletter???
You can let us know here.
Founder, SaaS Pimp and Automation Expert, Intercontinental Speaker. Not a Data Analyst, not a Web Analyst, not a Web Developer, not a Front-end Developer, not a Back-end Developer.
1 个月If your digital analysts always align with the stakeholders, and only valued when they do, you have a dysfunctional digital analytics function. I am beginning to view that collaboration between digital analytics and stakeholders as a two complementary views. We represent the customers but, as Henry Ford famously said, his customers only wanted faster horse-driven carriages. He decided to produce cars instead, mass produced them and disrupted the market. Who will provide that disruptive creativity? I think the stakeholders could do that better.
CRO Enthusiast | ?? Winner of Experimentation Culture Award 2023 | ??Winner of Experimentation Thought Leadership Award 2024 | Experiment-Led Growth | Keynote Speaker | People leader | ESTJ-A
1 个月Ha! It’s really nice to hear that you were inspired by me ?? usually it’s the other way around ?? out of curiosity, which bit was it? Good luck experimenting!
I love this approach! Steen Rasmussen