As the saying goes, knowledge is power. When it comes to marketing, data is vital to understanding what worked and why, so you can make informed decisions and drive better results. But with the wealth of information and tools available to marketers today, you may find yourself swimming in a sea of potential KPIs and metrics. With all of the data at your fingertips, the big picture gets lost, and it becomes difficult to make decisions and find solutions.
This is known as “paralysis by analysis”—when over-analyzing leads you to not take action, paralyzing the outcome. Some signs that you’re over-analyzing your marketing analytics:
- You find yourself dreading the end of every marketing campaign, when you have to report on results.
- Your campaign reports look a little different each time, as you add or take away data sets.
- You’re not sure where to focus your reporting efforts.