It’s not the tool it’s the user

Body

I talk to our customers constantly and hear the same challenges brought up again and again.

"We know the tool is powerful. But we don't know how to leverage that power."

"We want to do more, but we don't know how."

These are legitimate issues and challenges, but sometimes it's worse, and less legitimate. This happens when a user blames the tool.

"The tool is not doing what I want."

"I could do this with my old tool, why can't I do this with my new tool?"

When I hear this critique I must tread lightly, but it reminds me of a guy I used to play soccer with who would blame his shoes after an errant kick. Shouts of "Friggin shoes!" could be heard across the field after each misaimed shot or pass. It was hard not to laugh then and it is hard not to laugh now.

Critiques of any tool can be fair, but in 99% of the cases I see it comes down to the end user not knowing what they don't know. The answer to effectively leveraging any analytics tool is having people who KNOW how to use it. The answer to any challenge is NOT going out and getting a different tool. To many organizations finding the right people is a serious challenge. Organizations are overstretched, the person responsible for digital analytics also has seven other competing responsibilities, or worse, they have inherited the analytics job from someone who is no longer with the company and has left with all the historical knowledge of why and how the reports work.

But what happens when your organization's only analytics resource leaves the team, or worse, leaves the organization?

Answer: The IBM Digital Analytics Services Team.

For a small investment your organizations can leverage professional services at IBM to act as an extension of your web team. This dedicated resource understands your KPIs, knows your tagging, and can offer advice around on-going analytics efforts. In addition, your IBM consultant will be able to seamlessly get your next resource up to speed and using the DA product in the event of resource attrition in your organization.

IBM consultants, working just a handful of hours a month, on an on-going basis, provide a value not measured in dollars, but in results. We see customers going from crisis to crisis, blaming the tool, blaming the vendor and failing to execute. But the simple, inexpensive answer is IBM Digital Analytics Services Team.

Stop being the customer who blames the tool (or worse, their soccer shoes). Remember, it's not the tool, it's the user.

Thanks,

Bob

-IBM Digital Analytics Team

Curious about other presentations we've done?Click here and check under Connect With The Experts: Support Technical Exchange (STE) Replays

If you haven't visited the IBM Digital Analytics blog before, click here: IBM Digital Analytics Blog, then bookmark

If you're interested in getting a demo of IBM Digital Analytics click here:About IBM Digital Analytics