I applaud Joseph Carrabis for writing “The Unfulfilled Promise of Online Analytics, Part 1“.
You need to read it if you want in on the debate.
There’s been a fundamental schism in analytics since the 1930’s – between ‘advertising’ and ‘marketing’, really, as far as I can tell, since Hopkins died and was forgotten.
So when Joseph holds up a mirror to the web analytics industry of course it’s going to be ugly.
Of course you’re going to see a massive, gaping, puss-filled wound running diagonally across the face.
I’m not going to shoot the person holding the mirror. Neither should you.
And I’m not going to personalize the debate, either. I think we might be tempted to boil this down to a difference between two wildly successive authors.
It’s more than two authors. They’re just latest incarnations of that schism.
How do we stitch the face back together?