Oh the future digital marketers are going to laugh at us. That is unless they are all just artificial intelligence and aren’t programmed with the ability to laugh. They are going to laugh at where we still are in the area of actionable metrics. We have serious amounts of computational power, the storage capacity both terrestrially and in the cloud to house all the data and transmission speeds we’ve never seen before … and yet we can’t or don’t have actionable analytics across all of our marketing efforts.

I’ve seen some powerful dashboards but even the best ones are limited. Do all partners or software tools offer reasonable API access? Is the information I want even available through the various APIs? Are the naming conventions translatable? It can be a nightmare and some publishers have tiptoed down the path and given up. Some never even try and still site serve ads and send excel reports.

We Are Behind On Analytics