Booming Business Strategies with Website Analytics: Philippa Gamse Shares Her Expertise

💡 In this enlightening episode of Pathways, join host Amber Stitt as she has a transformative conversation with digital analytics expert, Philippa Gamse. 

💻 With over 20 years of experience, Philippa shares invaluable insights on how business owners can leverage website analytics to optimize their digital presence effectively and grow their businesses.

🎧 Listen as Philippa explains the importance of understanding analytics beyond surface-level metrics, highlighting how it can significantly impact business strategy and decision-making. 

👀 Explore the concept of "vanity metrics" and discover why focusing on actionable data is crucial for success. 

🧏‍♀️ Philippa also discusses the evolving landscape of privacy regulations and its implications for businesses.

 💬 With fascinating stories from her career, Philippa shares how analytics can uncover hidden opportunities, increase efficiency, and even prompt the development of new products or services. 

🔍 Amber and Philippa explore the vital role of data in understanding customer behavior, optimizing content, and improving conversion rates.

🤳 Whether you're a startup looking to lay a strong foundation or an established business aiming to enhance your digital strategies, this episode provides invaluable insights and practical advice to take your business to the next level.

📽️ To watch the video podcast: https://youtu.be/NqrTh7kLMD4 

📖 Learn more about Philippa Gamse and access her free eBook "5 Digital Analytics Gems" for deeper dives into real-world analytics success stories. 

🔗 Check out Philippa's website and download her eBook:

https://websitesthatwin.com

🔗 Connect with Philippa on LinkedIn:

https://www.linkedin.com/in/philippagamse

#pathwayswithamberstitt #amberstitt #philippagamse #websitesthatwin #datadrivenbusinessgrowth

📻 Thank you for tuning in to Pathways!

🔗 Connect with Amber on Social Media:

• AMBER’S INSTAGRAM
• AMBER’S LINKEDIN
• AMBER’S FACEBOOK

📲 Be sure to visit Amber's website:

www.AmberStitt.com

And remember, let's take action today!!!

Transcript

Philippa Gamse [00:00:00]:
I like to joke that no client ever came to me and said, "Philippa, the thing I want to pay you for is 50 pages of analytics." What they do want to know is, "Tell me what I need to know to run my business better." And the thing I love about analytics is that that's exactly what it can be if you use it intelligently. And in fact, if you don't use it and you do have a website and you are putting money and resources and time and whatever into the website, and the website plays a role in your business, then if you're not looking at analytics, you're basically shooting in the dark with whatever you're doing because you have no idea what's actually happening.

Amber Stitt [00:00:34]:
Hello and welcome to Pathways. I am your host, Amber Stitt, and today we welcome Philippa Gamse to the show today. Welcome, Philippa.

Philippa Gamse [00:00:42]:
Thank you, Amber.

Amber Stitt [00:00:43]:
Great to have you here. And I love this topic and I love that you have over 20 years of experience, because things are changing and we feel like we have to keep up. And I know you're going to help us bring some clarity to what to focus on and maybe what isn't as important to help us using our time the best that we can when we're in business. And so can you share with the audience a little bit about how you have been helping business owners over 20 years now?

Philippa Gamse [00:01:09]:
Well, yes, I guess my passion is something that a lot of people aren't passionate about and you can't really blame them, right? I mean, nobody really wants...well, very few of us want to look at a load of charts and graphs and things. I like to joke that no client ever came to me and said, "Philippa, the thing I want to pay you for is 50 pages of analytics." What they do want to know is, "Tell me what I need to know to run my business better." And the thing I love about analytics is that that's exactly what it can be. If you use it intelligently, and in fact, if you don't use it and you do have a website and you are putting money and resources and time and whatever into the website, and the website plays a role in your business, then if you're not looking at analytics, you're basically shooting in the dark with whatever you're doing because you have no idea what's actually happening. People come to me at parties, you know, and they say, "Oh, this is what you do?"

Philippa Gamse [00:01:58]:
Right. "Can you just take a quick look at my website and tell me what you think?" And I say, "Yeah, and it won't do you any good at all." Because anybody can look at the website. I mean, yeah, you can say this website's pretty, it's ugly, whatever. But without the inside numbers, you actually don't know how real visitors are interacting and what they think, what they're doing on it. So it's really, I think a crucial part of anybody who has a digital presence.

Amber Stitt [00:02:23]:
I'm going to make a really weird analogy. I told you that I have some medical professional clients. It's almost like the blood work, then the office visit. You're reviewing the blood work and saying, "All right, how healthy are we?" Is that a fair way to associate this? That you can't just say there's something here. Am I okay? You know, I have this ache and pain. "Well, we gotta look at your blood work first." And that's why really looking at the data behind the scenes is so important. So there's more to the story. I almost feel like it's very scientific.

Amber Stitt [00:02:51]:
It's looking at the science of the information. So I was thinking about what we could talk about today and it's almost like I have these two silos, we have the people that have these beautiful or ugly, like you said...

Philippa Gamse [00:03:02]:
Depends which is in the eye of the beholder anyway.

Amber Stitt [00:03:04]:
Right. What's your client type? What's your niche? It's set up and there's roads to this beautiful place and there's no traffic. When it's that desolate, what's like the key, core...just what do we need to do from the ground up? Are there any tips that are just for the starter, the startup, you know, grassroots here?

Philippa Gamse [00:03:23]:
Yeah. And you know what, it doesn't matter how big you are, or how small you are, or whether you're a startup, or not, if you're not used to looking at analytics the first time you open it up, I mean, it's just overwhelming. It's just ridiculous. The previous version of Google Analytics had at least 140 default reports. 140, I don't know how many the current version has got. Google Analytics 4 any way. It's pretty horrible to look at and how can anybody expect to find a way into that? So the big mistake that I see all the time is that people jump into digital marketing because they want to do something, right? So, "Oh, we need to do social media postings or we need to do an email," or whatever. But what they don't have is a thought out strategy where you stop before you do anything.

Philippa Gamse [00:04:06]:
You stop and you say, "Okay, what's our business about, what are we trying to do with this website, or whatever it is?" What are the calls to action and where do those calls to action happen? What do we want people to do? And it's an amazing exercise, to go to maybe every page of your site, but at least every section, and say, "What are people supposed to do when they're here?" Because so many people don't, in my experience, very consistently, people don't do what you expect them to do if you leave them alone. You have to tell people.

Amber Stitt [00:04:37]:
You have to tell people. Yeah, we have to move forward here, rather than scrolling down to a feed. That's what Instagram is for.

Philippa Gamse [00:04:44]:
Right. And so in order to get anything useful out the analytics, it's really important to know what you're trying to achieve and what's important in the moment. Because what you're going to do with that information is say, "Okay, either this is working or it's not working." We have a call to action on this page, which could be buy stuff, sign up for the newsletter, whatever. And people aren't doing it. Okay.

Philippa Gamse [00:05:05]:
We need to do something about that because it's important. Right? So you can't just look at all the analytics and decide you're going to do everything all the time, because that's impossible. And you can't focus. If you change something, you try to test it. If you've changed 50 different things at once, you really don't know what had the effect. So you need to prioritize like, "Okay, here's a page with a really important call to action and it's not happening, so let's look at that page." Once you start saying, "I know what I need to do, I know what I'm trying to do, I know where it's supposed to happen," then you can start asking actually useful questions from the analytics.

Amber Stitt [00:05:39]:
And the analytics, I feel like things have changed so much in the last decade where it seems if people have so many followers and the vanity metrics, I know you can speak to that.

Philippa Gamse [00:05:51]:
Right.

Amber Stitt [00:05:52]:
It's really about what is converting and what's driving the revenue. So you could be as popular as you want, but if it's the wrong people hanging out, there's no money trading hands. Right? So can we talk about that a little bit? Because I think we could get that FOMO feeling. But the data is the data, right?

Philippa Gamse [00:06:07]:
Yeah. So you said, "Vanity metric." Let's just explain that for folks. So basically, a vanity metric is a number that makes you feel good, but it really probably doesn't mean anything without more context. So for example, your SEO agency sends you a dashboard that says, "Look, look, we've got you 20% more visitors this week from SEO." But that in and of itself is not good because are they the right visitors? Right? Are they the sorts of visitors that are your ideal customer, or your ideal visitor? Because if not, it doesn't matter how many more of them you get, it's not going to move your business forward. So vanity metrics is very tempting to look at a dashboard and to look at the vanity metrics because then you can say, "Oh, look, this is good," and put the whole thing away and do something more interesting. But that's not really, as I said, it's not really moving you forward.

Philippa Gamse [00:06:54]:
You know, you're talking about change right now we're going through a huge period of change because of all the privacy concerns that are around.

Amber Stitt [00:07:02]:
Right.

Philippa Gamse [00:07:02]:
And as of next month, for any website which has visitors, or is doing any sort of business in Europe. And that means even if you are a US based business, but let's say you sell, I don't know, products that people can buy, like information products, for example, or you have people signing up to your newsletter from Europe, which quite often happens. For example, unless you're running in what's called "consent mode," where you ask people if it's okay to track them, Google isn't going to allow you to really be able to maximize your advantage if you're doing, for example, Google advertising. So this whole privacy thing is a very interesting area. Actually, I think I'm going off on a slight tangent here.

Amber Stitt [00:07:41]:
No, I think it's, I like it. My brain's thinking, so this is different than cookies, for those of you that say, "Okay, you're on my website..."

Philippa Gamse [00:07:46]:
No, this is cookies. This is where the banner comes up and says, "Do you agree to accept cookies?" And if you say, "No," there's a lot of things that can't happen. But the problem is, to some extent...cookies are helpful. They remember what's in your shopping cart. If you put things in your shopping cart, or in your wish list and then you go away and come back. They remember if you're logged into a site and you want to get logged in, right. That's a cookie. So cookies help your experience.

Philippa Gamse [00:08:14]:
They're not all bad and they're not all designed to spy on you and do bad things. And to some extent, there's a question of, "Have we gone privacy crazy?" I mean, obviously I know you've got an audience of health professionals, and so on. I mean, obviously people's health information, their financial information, et cetera, should be absolutely secure and private. No question. For example, in Google Analytics, you're not allowed to store personally identifiable information anyway.

Amber Stitt [00:08:39]:
Okay.

Philippa Gamse [00:08:40]:
So the data is all essentially anonymous. And the concern is that if you put it together too finely, to granular a level, it would be possible to identify an individual. There's only one individual in this zip code who just bought a Ferrari...I don't know, that kind of thing.

Amber Stitt [00:08:57]:
Right. My advice is no Ferraris unless you have enough passive income. Haha.

Philippa Gamse [00:09:04]:
How many players, how many bad people are actually seriously going to download a data set and try and I don't know, and I'm really being naive, so I should shut up right now because...

Amber Stitt [00:09:13]:
Europe is kind of that starter. They set the tone for the rules. Right? And that's where it came from? How long ago was it where they changed the rules for just subscribing in an email list? I mean, it wasn't too long ago, actually.

Philippa Gamse [00:09:24]:
It's been getting quite stringent for years now.

Amber Stitt [00:09:26]:
Yeah.

Philippa Gamse [00:09:27]:
And actually also California now has quite a strong privacy law, so we're starting to get in there, too.

Amber Stitt [00:09:32]:
That's perfect, because you'll have more clients that need your help. Right?

Philippa Gamse [00:09:35]:
Yeah. But what it also means is that people have to understand that there is absolutely a proportion of people who say, "No, you can't track me." And that means that you have to understand that when you're looking at your analytics, you are not looking at every single visitor. You're just not. You're not looking at auditable numbers. What you're looking at, you're looking for trends and patterns in who you do get. You know, people spend...

Philippa Gamse [00:09:58]:
They tear their hair out over trying to marry up two tools. So you might be getting analytics from a social media site, or you're trying to marry everything that's happened with your E-Commerce backend. It's not going to happen. I mean, it shouldn't be like massively out. But trying to reconcile every single thing is absolutely a waste of time.

Amber Stitt [00:10:16]:
Okay, so let's go back to those clients that have the traffic, maybe a little vain. They have those metrics. What should they really be honing-in on on that data? Because you said we're not going to go through everything, but there are patterns that you probably can look from a macro and then dive in. Is that your sweet spot with the clients is really helping master the patterns?

Philippa Gamse [00:10:35]:
So what happens once we know that data is good, and I do always start with the audit of how the data is being collected and all of that good stuff, which isn't the exciting bit, but has to be done.

Amber Stitt [00:10:46]:
Somebody has to do it.

Philippa Gamse [00:10:47]:
Yeah, but the point then is what do we do with this information? I mean, there's always got to be a, "So what?" Otherwise it's not worth collecting. So there's two things. There's one, "Is there an obvious problem of people aren't fulfilling the outcomes that you want?" And two is, "What can we tell in order to get that running better?" So for example, everybody focuses on purchases. But for example, we're on a podcast here. I see a lot of podcast sites and a podcast site where you've got a load of episodes has got fantastic, amazing content on it.

Philippa Gamse [00:11:18]:
I mean, I'm sure every guest you have, pretty much every guest you have, has amazing things to say, right? But as you build that web page and you're adding new episodes, any given episode is going to get pushed further and further down the page. Right? And to the point where it's probably not going to get much attention, which is a shame because it's got great stuff. So what do you do about that? One of the things you can do with analytics is to see how far down a long page people scroll, which is for content providers, that's an amazing thing to know. Or even not content providers, but just people who have long pages. Is there really important stuff going on further down the page that nobody sees? Without measuring how far down they scroll, you wouldn't know that.

Amber Stitt [00:12:00]:
The first 10 - 20 people are still important, too. But you're saying it might go long and then you stop and the data...It's not that these are bad, it's just they never got down to actually check them out. So how do you know?

Philippa Gamse [00:12:12]:
Yeah, so what you can can find out is what proportion of your visitors on this page, for example, see, 25%, 50%, 70%, etc,. How far do they go? And then you want to tailor your content to make sure that people see the most important stuff, or break the content up. Or, do something, but there's the clo people aren't seeing all of the content that they should. So there's looking for known problems, there's looking for maybe less known issues that, that you're starting to dig into. And then one of my favorite pieces is looking for opportunities. So here's where it gets really fun.

Amber Stitt [00:12:48]:
I mean, it can be fun. That's the point of this, right? We should be working and doing what we love, making money and having some fun.

Philippa Gamse [00:12:55]:
Well, when I say fun, what I mean is, for example, so if you have a lot of content on your site, you're going to have a search engine. You should have a search engine on your own site that helps people find all of the different content. If you're an E-Commerce site, that search engine is going to help people find the different items that you sell.

Amber Stitt [00:13:12]:
Oh, you're saying, like just that search bar, Like, I need pants, white pants...search.

Philippa Gamse [00:13:17]:
Yeah. So it's the search bar that's on your site. So it's not a Google search. It's your own search engine or whoever makes it, but it's the search that's on your site, and you can track what people look for in that search. Now, what that means is it's what people expect to find on your site. And it's fantastic market research.

Amber Stitt [00:13:36]:
Yeah.

Philippa Gamse [00:13:36]:
Because one, it tells you how they talk about your products and services and...okay, so we're going back to medical people. There are lots of industries, and obviously healthcare is one of them, where there's a lot of jargon, there's a lot of terminology that's like, people very familiar with the industry know that terminology, and the potential customer may not.

Amber Stitt [00:13:57]:
Yeah.

Philippa Gamse [00:13:58]:
I can tell you a funny story. Years ago...I don't do this anymore. So I do not do SEO. Do not ask me to do your SEO. But I know enough to be dangerous. And years ago, I was hired by an association of plastic surgeons to do some SEO. And they had a member database.

Philippa Gamse [00:14:15]:
So there was a member benefit that people could come to the website, look up the member database for a surgeon near them, and okay, they wanted me to get them to be number one in Google for the search term "rhinoplasty".

Amber Stitt [00:14:27]:
Okay.

Philippa Gamse [00:14:28]:
And I said, "I can do that. That probably is quite easy at this point because there's not many people competing for that search term. Because your customers, the consumer isn't looking for a rhinoplasty, are they? They're looking for a nose job."

Amber Stitt [00:14:42]:
Okay, well, you can't spell rhinoplasty, right? So they're...

Philippa Gamse [00:14:46]:
Yeah, who knows? I mean, if you think in your head, you don't think rhinoplasty.

Amber Stitt [00:14:49]:
Yeah, yeah.

Philippa Gamse [00:14:49]:
And they were very upset with me because they said, "Excuse us, we're medical professionals. We don't talk about nose jobs. We talk about proper, you know, ..." And I said, "Fine, but if you want to be found, you've got to speak the language that your visitors are speaking."

Amber Stitt [00:15:02]:
So if you do breast augmentation, you might need to put a different phrase in your search.

Philippa Gamse [00:15:08]:
Right. Or tummy tuck, whatever that's called in medical...

Amber Stitt [00:15:11]:
I don't know.

Philippa Gamse [00:15:11]:
But there is a serious point that people in that search engine, on your site, people are putting in the words that they use to describe what they're looking for. And that can be really, really helpful. It can give you ideas for new products or services. Because if they're looking for things that you could provide that are within your area of expertise, but you're not currently providing. There is market research about what our consumers would buy from us if we had it. And I have helped clients develop new products and services based on that kind of data.

Amber Stitt [00:15:40]:
Yeah, that's really neat. Because if they're entering in a word and it's just something you don't do, you either need to decide, is that something we need to add, a solution, or keywords, or something to then answer that and hopefully convert that to something, or a partnership of some sort.

Philippa Gamse [00:15:55]:
Right. And obviously you need enough data to show that. But I mean, you might get some ideas and then you might go out and do some focus groups, or other sorts of research, but that's where the idea starts.

Amber Stitt [00:16:06]:
I love that. The clients that you had, did they get with the program? Did they take the advice? Are they just too academically proud to change the narrative?

Philippa Gamse [00:16:16]:
You know, the sort of client that I really enjoy working with is one that wants to have an intelligent conversation about what we're looking at.

Amber Stitt [00:16:22]:
Yeah.

Philippa Gamse [00:16:22]:
And no, they don't always do what we come up with because there's actually a really good reason why they shouldn't. But what I enjoy is having the conversation that says, do we think this is a realistic opportunity? Obviously, sometimes if there's literally a problem with the way the website's working, then obviously we're going to fix that. People say before they hire me, they'll say, "Have you worked in my industry before?" And I'll say, "I honestly don't think it matters."

Amber Stitt [00:16:44]:
Yeah. Because you need a third party regardless.

Philippa Gamse [00:16:47]:
Well, I mean, I'm the expert in my piece, but you're the expert in your business. In your industry. And I'm never going to know enough about it. And so we need to work together. I mean, I don't expect to go away and work for six months and never talk to a client. Right?

Amber Stitt [00:17:02]:
Yeah.

Philippa Gamse [00:17:02]:
I want to know, "Here's what I'm seeing. What do you think? Does this work with your strategies? Does this work with your goals?"

Amber Stitt [00:17:08]:
They have the avatar, the client type, however they would say it. But then you can come in with the strategies. Given all the experience, there's marrying that together. But I think having that third party, especially in insurance, sometimes there's jargon. My husband would say, "What are you talking about?" I'm like, "Oh, everyone knows." No, they don't. And everyone feels like that in their own industry.

Amber Stitt [00:17:27]:
And I know you talk about, I don't use the jargon. I want my clients to understand. And same for teams. I have to make some of the fundamentals so simple just because it's not your wheelhouse. And I know that you can bring that all together. But having that expertise and helping, I assume the clients though do need to be open minded because things are changing.

Philippa Gamse [00:17:46]:
And sometimes there are politics. And the wonderful thing about data is that it doesn't lie. I mean, okay, I suppose you can prove anything with statistics but...I have been asked to make a case to hire management to make a change that they are not yet convinced about. Coming in, looking at the analytics, saying, "Look, we can clearly see that we're losing out here. Here's the proof. Now will you reconsider?" I mean that, that does happen, but that's another really helpful use of the data.

Amber Stitt [00:18:18]:
I like that because as business owners we're looking to scale, delegate and really build out where our talents lie. And I'm big about that. So, let's close up today talking about how you work with helping find those gems and really becoming efficient in the business because I think people might meet you and think, "Okay, digital marketing, yes, let's do that." But you just brought up a really good point. It could save you money and/or build other opportunities.

Philippa Gamse [00:18:45]:
Yeah, I think I say in my own promotional blurb that there are many websites that I've reviewed that have opportunities either to save money, or to add additional products and services to reach new target markets. That's another one I think I said to you when we were chatting before we recorded. I have on my website a free eBook. So my goal is really to convince business people that analytics can be extremely useful. And I feel like there's a lot of stuff online about analytics and I mean, I work with Google Analytics 4, but obviously there are other tools, but it's very technical. A lot of it isn't really in business terms, it's kind of how to use the interface and stuff like that, which they don't really care about and there's no reason why they should because people like me can do that. So my eBook is five...it's called "5 Digital Analytics Gems."

Philippa Gamse [00:19:31]:
But it's five stories from my own experience where I've worked with clients and we have come up with something significant from the analytics that they wouldn't have otherwise known where we've made a transformational change to the business, or to the website. I tell you very briefly where in the analytics we found what we found. But it's not like a how to guide with the interface and all the charts and graphs. It's the stories of here was the problem, here's what we did about it from some different industries. B2B, B2C. And my goal is that people would read this, they're business stories in English, and that they might say, "Oh, I wonder if this kind of scenario could be happening to me?" So it's absolutely free and you're welcome to come to my website and pick it up. I know you'll put a link to it in the show notes, right?

Amber Stitt [00:20:14]:
We definitely will and I'm going to be grabbing that. I want to be learning more. So I'm excited to hear about these stories. Just think open minded. There's always opportunities and we have to keep up with the times. But again, I don't say "stay in your lane" because I think there's pathways to different things. Know your niche and know where your talents lie. But again, hiring the experts on the team and you're part of that alliance. We need our tax advisors, our attorneys, and then we have our marketing experts.

Amber Stitt [00:20:39]:
The digital marketing, that's not your expertise. You need to be pulling somebody in. Because I'm thinking, and you validate this if I'm accurate, I think before you're spending money on ads and strategies through different platforms, you start with the analytics. Would you agree with that?

Philippa Gamse [00:20:54]:
Yeah. And certainly once you start running ads, you need to really closely monitor how effective they are. And that doesn't just mean the click through rate to the website. It means, "Then what happens? Are they the right types of visitors? Is your website in sync with your ads so that people continue on their process of what they're looking for?" And again, I mean I see so many companies just pouring money into ads that aren't that effective.

Amber Stitt [00:21:18]:
Well, and also do you think that there is a beginning phase, "Test, test, look," but then at some point do you need to let it run for a bit and come back and continuously review.

Philippa Gamse [00:21:29]:
Yeah. I mean, obviously when you're testing, you have to have a significant result. I mean, you can't sort of have three visitors and go, "Okay, I have a result." But I do think that obviously, hopefully, I mean, improvement should be an ongoing thing.

Amber Stitt [00:21:42]:
Yeah. There's just so many changes. Friends of mine, that study blockchain, and not cryptocurrency just for those people; I'm not talking about that, but all of these innovations, they move so fast and so you're constantly reviewing analytics and that can adjust your budget accordingly. But like you said, you might just be spending all this money and if you're not paying attention to it, that could be a big money pit.

Philippa Gamse [00:22:03]:
And the thing that I've never understood, but there are some very mysterious things that happen out there. I mean, it's amazing how a website can be humming along fine and some sort of gremlin creeps-in and all of a sudden you've got a broken link, or something's changed and nobody knew. So again, that's another reason just to keep an eye on things.

Amber Stitt [00:22:20]:
Thanks for sharing that. Yeah. Because I noticed sometimes there could be something broken. You get the 404 error, whatever it is.

Philippa Gamse [00:22:25]:
Right.

Amber Stitt [00:22:26]:
What is that? So it's like updating your website it's like fresh paint in the office, but it's virtual now. Just got to keep on top of things. So thanks for helping us innovate today and staying with the times the best we can. But we can't do it alone. So let's talk about where people can find you.

Philippa Gamse [00:22:42]:
I'm around on LinkedIn, so I always welcome comments and questions on LinkedIn and my website is WebsitesThatWin.com. I'm sure you'll link to all of this and I would be very happy to chat, I do offer a free 30 minute, kind of introductory, "Hey, should we talk?" session. Welcome to come along and do that.

Amber Stitt [00:23:01]:
Perfect.

Philippa Gamse [00:23:02]:
And Amber, I feel like I'd like to turn it around on you and say what's your big takeaway from what we've been talking about?

Amber Stitt [00:23:09]:
Do you want to know what I'm going to do real soon because of you? Oh, I'm going to have to be vulnerable and tell people what I wasn't doing, yet. The search engine. I literally have a team working on some things and that's what I need to do is add that in.

Philippa Gamse [00:23:24]:
Excellent, excellent. And then you might get some brand new show ideas.

Amber Stitt [00:23:28]:
That was easy. I thought it was going to be harder. That was great. One of the few...So I really appreciate you being here with us and teaching us and giving us some takeaways. I love it. And then we'll be looking at these stories in the "Five Digital Analytics Gems". So I can't wait.

Philippa Gamse [00:23:42]:
Thank you so much.

Amber Stitt [00:23:43]:
Thanks for being here. Thank you for joining us on this episode of Pathways. For more information about the podcast, books, articles, the blog, and so much more, please visit my website at: www.AmberStitt.com and remember, let's take action today! Thank you for listening!