Can your company measure and evaluate data properly? And are you really increasing sales, optimizing costs… or are you still somehow not getting it right in your spreadsheets?

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Too much data, as well as improper measurement or evaluation, can lead a company into a marketing dead end. So how do you use data in a way that doesn’t become a source of frustration, but an engine for further marketing activities?

The simple survey trap

Once a company wants to start collecting data, it finds itself in an endless universe of possibilities. Deciding which methods and channels to use can be paralyzing. However, that’s nothing compared to the paralysis of the sheer volume of data collected.

Measurement risk lurks especially with customer surveys, which companies often start with. This popular research tool has been used for many years, but is nevertheless quite risky when you want to get information about your users quickly.

A seemingly simple survey can confuse especially inexperienced researchers. The relative ease of execution will lead them astray from where reality is. If we only look for evidence for our hypotheses and ignore conflicting information, we will always end up “confirming” our assumptions through research. It’s like believing that current Czech comedies suck, and watching three trailers on Netflix will only confirm our belief.

We recommend: Where to go wrong and how to set up a questionnaire to produce relevant results? Check out the talk by experienced UX researcher Zsuzsa Kovács, who is coming to the WebExpo conference in May. Kovács will introduce both beginners and advanced users to the main risks of questionnaires and offer practical tips to put them to immediate use.

Investing in tools and analytics

You finally have the data… but knowing how to analyse it is a whole other discipline. Without good analytical tools and skills, its potential can be left completely fallow.

There are a number of tools on the market that can bring you the information you need – from affordable solutions like Google Analytics, to more advanced platforms like Tableau or Power BI. But the importance of the technology used goes hand in hand with the human factor. A trained analytics team that understands your company’s industry can be the best investment. And maybe even better than an advanced analytics tool. Otherwise, working with a tool can feel like a spaceship, but operated by a carousel operator. He or she can probably start it, but hardly land it.

Recommended:Jaroslav Slavičínský, head of digital marketing at Seznam.cz, will talk about the right ways (and also the pitfalls) of analytics at WebExpo . His talk will focus on marketing analytics, how not to get overwhelmed by the amount of data and how to discern which activities really bring the company closer to the desired goals.

Why they still don’t come back

How to use the data to convince customers or visitors to take action again? If you’ve heard of a proven tool, hold on. No one can guarantee that the approach you choose is relevant to your target audience and your company’s needs.

It is the identification of your target audience that plays a vital role in research and even in planning strategies to increase retention. A procedure that works for one audience may be completely ineffective for another.

Instead of searching for the best tool, it is better to focus on one that will meet the specific needs of a particular audience.

And take some liberties, too. If you’re more of a systematician and don’t like to rely on chance, you’ll go over your comfort zone when it comes to increasing retention. Experimentation here proves to be a necessary process that can yield surprising insights and help you discover innovative ways to retain customers.

Recommended: How to set up retention campaigns correctly? And why the best solutions may not work for you? Check out the WebExpo lecture by Adela Kershlagerova, Marketing Manager at uLékaře.cz. It will probably change the way marketers and product managers think about keeping in touch with their users.

We invite you to the WebExpo from 28 to 30 May 2025

These themes and many more will be heard at the WebExpo conference, which takes place at the end of May in the halls of Lucerna Palace. Since 2008, WebExpo has been a popular technology hub where attendees shape the future of their industry live.

Tech-professionals from companies such as Amazon, Google, IBM and Zalando are heading to Prague. They will share their valuable know-how in lectures and specialized workshops that will enrich the audience from marketing, UX design, business and development.

Tickets for the conference are on sale at www.webexpo.net/tickets.

source: WebExpo