Christopher Ratcliff says, “You can collect and store every bit of data available to your website, but if you’re not actively using it to refine the customer experience, then you’re seriously missing out on huge opportunities for growth.

According to our latest report, Measurement and Analytics 2015 produced in partnership with Lynchpin, two in every five companies (40%) say more than half of their collated analytics data is useful for driving decision-making.

This optimistically represents an 8% increase since 2014 and is the highest proportion of companies since 2012.

This is far from unexpected given the increased emphasis on the use of data throughout business.

However, despite the fact that more analytics data is being used for decision-making, the same is not true for other parts of the business“.

Moving from data to action: report

‘Econsultancy’ Blog

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