I was pretty impressed with Eric Peterson’s last post on Web Analytics is Recession Proof?
Peterson made a good argument that we have to work harder to show value with the tools we have - even if we have to do it on our own time, and even if we’re not directly asked for it (see below):
“…My advice to to step-up and find the real value in your data, even if you have to conduct the analysis on your own in the wee hours. It’s not as if you can just stop generating reports (tempting as that may sound) but if you’re a good analyst, taking the time to figure out where the real opportunities to increase revenue are is the work you want to be doing anyway. Taking the initiative to make data-powered recommendations and presenting them is a good way to demonstrate your skills and commitment to the business (but don’t stop doing the job you’re being paid to do!)”
Interestingly, Eric has made a determination that
” …. Despite the conventional wisdom that dictates that brilliant analysts are safe when times are tough, I am getting more and more calls from brilliant analysts who are being laid off or being offered severance packages to walk away.”
“…. What if the folks you work for who profess a great love for data-driven decision making are really HIPPOs in their heart and when the real bloodletting begins are just as likely to look for savings in areas that can be easily cut (human resources, for example) as opposed to those that would require breaking contracts?”
Well, I’ve been doing this all along - almost any report can be made better. Eric also quotes Dave Rhee, who is one of the moderators of the Web Analytics Association Web Analytics Message Board in saying…
“…My friend W. David Rhee just published a great response about the relationship between web analytics, sales, and marketing in a down economy. To paraphrase Dave, if the bosses begin to panic, you don’t want to be in a situation where you appear to be an expendable marketing cost that can be cut. It is far better to be focusing your analytical efforts on how the organization can be increasing profits, even if you have to fight to spend more time conducting analysis and less time generating reports.”
I want to add to this by seconding Dave’s point, let’s get our employers the amunation to make more money in this challanging envirnment rather than cutting costs.
In fact, I’m not really sure anything ought to be cut back in this “challanging economic enviornment” as much as it needs to be restructured. In fact, there’s a strong argument to spend more .,.. but on the right things that implemented in the right way.
Anyway, there’s a lot more in Web Analytics is Recession Proof? than I covered, so it’s worth a close read.
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