As marketers and digital business owners, we have the unique opportunity of exercising both sides of our brain on a daily basis. By striking that strategic balance between form & function, tech & design, we’re rewarded by happier customers more willing to part with their hard earned money. The analytics tools we use (the good ones anyway) to help us accomplish this, are that same special mix of qualitative and quantitative.

So why are so many of us using crappy analytics and tools that only tell parts of the story?

Just as we’ve morphed our personal skills from creative to creative and technical, so have the top analytics tools. They’ve smerged, borged and grown from singular focused- qualitative or quantitative measurement to real-time, omnichannel, scalable, SaaS-based, all-in-one platforms. You can go back to your point monitoring solutions when your customer stays in one place (we all know internet+mobile+social=that ship has sailed). Let’s look at the application performance management category for example. Born in a world of simple network availability checks and mainframe performance analysis, it’s evolved year after year into a much closer reflection of actual customer experiences, now more aptly named digital performance management.

APM-evolution-vendor-infographic

Can Google Analytics tell you which line of code on your site is responsible for a poor customer experience? Can monitoring social chatter in Hootsuite tell you if the person complaining is a customer, or validate it’s not PEBCAC? Do Amazon Web Services or GoDaddy availability dashboards tell you if the site is slow? Does A-B testing content or color choices tell you how users felt about their experience? As marketers and digital business owners, we have a responsibility to know the answers to these questions. We can certainly continue to use these awesome services for what they were designed for, but I’m looking forward to an evolution of the qualitative AND the quantitative to capture the real story. Imagine what we can do for the customer experience then.

Stay tuned to future posts as I make an attempt to document the further evolution of DPM in the name of the perfect qualitative and quantitative balance.