You’re walking in a remote jungle and you encounter one of the locals. They begin to speak to you, but you don’t understand the language. It appears from their gesturing that what they’re saying should be very important to you, but since you don’t share their vocabulary, you believe your only option is to politely smile and walk away. Soon after, you step into some quicksand and... slowly... begin... to sink.
I'm amazed that there are still marketers out there that don't have a screen full of metrics in front of them virtually every day. As recently as 10 years ago I would have had some compassion for this oversight, but today, it occurs to me that there can only be a handful of reasons why any marketer doesn't stay glued to their analytics. If you are one of the holdout marketers that is not measuring your effectiveness, it is probably for one of the following reasons:
