Measurement scares the snot out of a lot of marketers. I’ve written about it here and here, in case you forgot. Sometimes is scares me, too. The thing about tracking things is you never know what you’re going to see. It’s like stepping on a scale. When you know it is going to be bad, you won’t look at it. When you know you’re doing awesome, you can’t wait to peek.
But, sometimes, you’re not sure how you’re doing. On those days, it just feels better to guess. Because guessing means you can’t see the holes in your product or campaign’s funnel. And that means you don’t have to actually DO anything about it. But then you think better of it and put on your brave pants and look, for the stuff you can cheer about as well as the areas that offer you an opportunity to improve and grow. You know, like I did recently. Like many of you reading this, I have a passion project. And after months of development and bootstrapped marketing, it was time to really look at the data. And I admit I was pretty scared to look.