We are consumers with an unquenchable thirst for more, yet we rarely think about our ability to maintain what we purchase. A bigger house, an expensive car, more gadgets — we are driven by the high of the purchase which often clouds our vision of the costs associated with maintaining our new purchase.
I own a small piece of land, located in an isolated canyon in the mountains of Utah and the thought of “Wouldn’t it be amazing if i owned this entire canyon?” often crosses my mind. Then reality sets in, even if I did miraculously have enough money to buy the land, it would be impossible for me to maintain it — the roads, the water system, the general maintenance, let alone be able to respond to natural disasters like forrest fires and mud slides.
When it comes to marketing technologies, many businesses have the same thoughts that i do, “Wouldn’t it be amazing if we just owned all the tools? It just makes sense to collect every piece of digital data in our Google Analytics implementation.”
Many MarTech vendors have played into this narrative, selecting to attack the Google Analytics and Adobe Analytics of the world with the message of “why even think about what you are going to track, just deploy our magic tag and collect EVERYTHING!!!!!”
WHY?!?
Because when you make a purchase, you are also making a commitment to maintain that purchase but….
So, some free advice that could potentially save your company millions of dollars:
Next time you are evaluating a MarTech implementation, ask yourself the question, are we purchasing something that we have the ability to maintain?
Because often, less is more.
[author] Jason Thompson [author_image timthumb=’on’]http://i2.wp.com/33sticks.com/wp-content/uploads/2015/02/jason_250x250.jpg?zoom=2&w=1080[/author_image] [author_info]Jason is the co-founder and CEO of 33 Sticks. In addition to being an amateur chef and bass player, he can also eat large amounts of sushi. As an analytics and optimization expert, he brings over 15 years of data experience, going back to being part of the original team at Omniture. [/author_info] [/author]