...the bottom line for magnificent success is the people...invest multiple times more in her or him, or more of them, if you truly want to take action on your data. Otherwise, you are simply data rich and information poor...a great tool in the hands of your reporting squirrel is useless.  A free/inexpensive/underpowered tool in the hands of your analysis ninja will yield massive results that impact your bottom line...

-Avinash Kaushik (@avinash), Web Analytics 2.0

Beverly Hills Ninja.png

Web data is easy to get at; and it can even be free.  Yes! That is awesomeness.  But, you know what's not easy to get and is not free?  The insights you can get from the data that will result in wise decisions and actions for business growth.  Since this is the case, it just makes sense that you would spend way more on what will get you insights than you do on what gets you the data.  The bottom line is that you have to invest in talented people.  Without them, your data is useless (except you may FEEL good if the blue line goes up and to the right).

That is what you want, right?  To build your business?  Well then, you have to know what to do next to make it better.  Your opinion, although well-intentioned, may not be well-informed.  Well-intentioned decisions tend to cost more in time and money than you'll ever invest in people that can give you well-informed insights.

If your goal is to grow your site's effectiveness, then you need analysis ninjas that know what to do with all that data you've been gathering in your analytics tool.  Without them, you're relying on faith alone.  Faith is good, but faith without data is dead.

January 16, 2012

Mike Fleming specializes in Analytics and Paid Search for Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. You can follow Mike on Twitter at @SEMFlem. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a girl who threw a snowball at him one day…then married him.

Mike and the team at Pole Position are available to help clients expand their online presence and grow their businesses. Contact them via their site or by phone at 866-685-3374.


Please, do not take this personally, but I would change accent in your post from ‘invest in talented people’ to ‘learn to motivate and inspire people to do things you believe in’. Otherwise your message sounds too cold and pragmatical…

I agree, you could have all the data in the world, and if you didnt know what to do with it, it would be useless

Great points. Data is helpful, but only if you know what to do with it. If you can't turn the data into an action that will help improve the bottom line it's useless.

The talent a company possesses can be its biggest assets. The reputation your talent and the business is also very important to the success. Online reputation can be tricky to manage with out the right tools and has the article mentioned the better the tools the better the results.

Even Solomon asked for wisdom and not riches. Because wisdom gets you the riches.

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Search Engine Guide > Mike Fleming > Where You Should Invest Your Web Marketing Budget