Some battles are fought on the battlefield. Others are fought on a Word document.
Ok, not really, but look — writing a book is hard. Like, really hard. So it’s only natural that when our co-founder, Adam Harrell, finished his first published book, we celebrated in true Nebo style with good drinks, good food, and darn good people.
It’s no secret that we have a vast amount of information at our fingertips. Marketers can craft detailed campaigns all without conducting a single customer interview (I don’t suggest doing it, but hey, it can happen).
As a marketer, I think it’s pretty neat. I geek out whenever Google Analytics gives me another way to learn more about a target audience. It only makes my content that much better.
And as a “digital native” consumer, I don’t really think about it much. I don’t surf the web and freak about the information I’m giving. As long as you don’t ask for my social or credit card number at random, I’m pretty much good.
Then I stumbled upon this read from Inbound. Essentially, it’s a bit of a “the sky is falling” to marketers who are obsessed with data (AKA all of us). It’s also bound to give you the heebie jeebies in that little “consumer” part of your brain that thinks, “Wait. Are marketers really that creepy?”
No, we’re not. At least, we shouldn’t be.
This summer, I ran the Peachtree Road Race 10k in 1:03:55.
Some of you may think I am an occasional runner. Others, that I was just doing the race for fun without concern for time. But what conclusions can you actually draw from this?
None — because you didn’t know about external factors. You didn’t know that I started in Wave U and had to weave through crowds of walkers. You didn’t know that it was 95 degrees already when the race started at 9 a.m., and that the humidity warning was high. You didn’t know I had taken an energy gel right before the race, skipped the beer at the Mellow Mushroom tent, and seriously needed new running shoes. You didn’t know I ran a marathon a year ago in 3:55:46.
You didn’t know any of this information. So with only one piece of data — my race time — you actually don’t get a full picture of my race or my capabilities.
Picture this: you’re diving into Google Analytics to check out just how much your marketing efforts have paid off this month.
Conversions are up and goals are doing well, but wait…what’s with that weird spike in traffic?
You know it’s not seasonal. In fact, as you dig a bit deeper, you realize you’re looking at sharebuttons.xyz, a traffic source you’re in no way familiar with. Which is odd, considering it drove over 60k visits last month.
Congratulations. You’ve just been hit with referral spam.