Google analytics should nowadays be considered bread and butter for any marketer, but the truth is that many marketers are unable to take any meaningful value from it as they don’t consider themselves good with numbers and find it all a bit daunting. Instead they focus alll their energy on doing great work, but without a handle on the actual impact it’s having.
I think one of the reasons many marketers and business people hesitate with analytics is that at first glance there just appears to be so much information. It’s immediate analysis paralysis. I therefore think the key is to know exactly what to look for and not be distracted or overwhelmed by the other hundreds of options. And once you are happy with monitoring a small number f things you will naturally start exploring other aspects …