Is your website data-driven or data-informed? If “data-less” is a more accurate description, let’s take a step back and look at what it takes for sites to adopt a data-driven mindset and strategy.

Quay Quinn-Settel, director of marketing at CollegeHumor.com, believes that when an organization struggles to find value in data or fails to use it, it’s either because it hasn’t established clear goals and KPIs or its KPIs are disconnected from its business objectives. She says, “It could be a combination of both. To make data and resulting insights meaningful to a department or organization, team members need to know what numbers they need to hit, why they need to hit them, and what levers within their immediate control can affect the projected change.”

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