In 2006 Avinash published his 90/10 rule for success in web analytics: for every $10 a company spent on analytics technology, they should spend $90 on people to use it. His argument was that while companies had “great investements” in analytics they struggled to use it to make meaningful decisions. The cause? All of that investment was made in the technology and not those who would run it.
All these years later, we still see this with many companies. Why is it that a large amount of money is spent on the technology and the teams that use it are overwhelmed, stretched thin, and ill-equipped to use it? Is Avinash’s ratio realistic? What can be done to draw attention to the need invest in people and strategy to use the technology?
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