Baking Analytics Into Any Digital Project

One of the biggest challenges that my company faces when taking on a new project is that we often can’t rely on the analytics that have already been set up.

This is typically because the company or agency that we’ve taken over from typically

• Just put the standard code on with little or no thought
• Didn’t bother to do any testing
• Didn’t test the analytic code each time the codebase changed

This seems to stem from the fact that analytics is still considered to be something that gets added on at the end of the project rather than something that should considered at the outset.

What I’m like to explore at Measurecamp is why this happens at an agency / client level and what practical steps can we take to get people to start thinking and more importantly valuing analytics.

Charles Meaden, Digital Nation