Have you ever purchased an item that had all the bells and whistles, yet you ended up being overwhelmed and using only its most basic functions? I see you nodding from here. That was me with my SLR camera. I had best intentions to become a photography pro with that amazing (and expensive!) tool, but I never learned to use the cool features.
That’s the way many business people approach the massive amounts of marketing data available today. They’ll take all the stats they can get—even if they don’t know what to do with the bells and whistles. From the deep statistics of Google Analytics and social media dashboards to the plethora of digits offered by third-party services, it’s easy to drown in data and suffer analysis paralysis.