In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss the crucial role of analytics in digital marketing and how it’s often seen as the bearer of bad news. They explore the common pitfalls companies face when they only sporadically review data, leading to missed opportunities for timely adjustments. Katie emphasizes the importance of integrating a thoughtful and focused measurement plan from the onset of marketing campaigns. The conversation also delves into the challenge of making effective decisions when data is not utilized properly, highlighting the importance of iterative and agile program development for better outcomes. This episode offers valuable insights into transforming analytics from a dreaded task to a strategic asset.

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What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

In this week’s In-Ear Insights, let’s talk about analytics, the sort of forgotten redheaded stepchild of digital marketing, particularly in the era of generative AI, where everyone is always talking about it all the time.

One of the things that and this was something that Katie, you and I talked about at the end of last year, and we’re sort of setting the course for the company as a whole, as we’ve been doing.

analytics, I’ve been working in the analytics field since really 2005.

And it has always been the Department of bad news, right? It is, it is very rarely ever something people look forward to.

And a lot of stakeholders are in the mindset of, I only want to hear good news, I don’t want to hear things that are going to get me promoted, that are gonna get me a bonus, etc.

And a lot of the time analytics tells you what’s happening.

It doesn’t tell you why.

But it tells you what’s happening and a good chunk of the time, it’s not good news.

So it’s not the the crazy news that you would that people want.

How should companies how should marketing executives and absolutely, you know, executives in general, people like us, the the corner office, folks get to a mindset where yes, analytics will tell you, sometimes things are not great.

And see the value in bad news as well as good news.

I think it has a lot to do with the frequency of the information.

So if you are looking at the data every single