As we know, analytics are an essential part of marketing, but so often analytics systems and reports can be slightly hard to interpret, and to draw useful insights from, if you're not sure what to measure, and why. It can be all too easy these days with obliging platforms to produce lots of lovely colourful charts, but what are the sort of fundamental considerations you need to have in place to create meaningful data insights?We discuss all this and much more with our special guest, Hugo Pickering. Hugo is a marketing and communications specialist and entrepreneur, take a look at his website for more information. His digital marketing credentials are formidable, and we question him about all analytics over our two podcast episodes.  Enjoy.Feel free to get in touch with your thoughts: Tweet us @meanderspod or email meanderspod@gmail.com--- Send in a voice message: https://anchor.fm/marketingmeanders/message See acast.com/privacy for privacy and opt-out information.