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Why 100 Percent Conversion Is A Very Bad Thing
Even within my own company, opinions vary dramatically about how useful web reporting (as opposed to analysis) actually is. Some of us tend to think reporting is just another one of those things clients insist on then don't find much use in. While a majority still believe that reporting is essential - but have to admit that it often falls far short of our expectations in terms of usefulness. I fall mostly into this second camp. This means, however, that we agree that reporting is often much less useful for a client than we'd hoped. This is, frankly, puzzling. The web channel is large and fairly complicated - and it stands to reason that managers and stakeholders will be able to make better decisions if they know what's going on in the channel. Why isn't this always and obviously the case? Before I delve directly into that issue, I want to talk in this post about a second issue that I think bedevils many report sets and also makes many users unreasonably negative about their importance.
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