Marketers love to base their decisions on data, but when they don’t have it they have to go with the next best thing: their intuition.
I know, I know… they sound annoying each time they need more data, but it’s the only way they can move towards a data-driven culture.
And no, they don’t know how to create technical procedures, do RegEX searches on logs or query databases. They just need an answer and if they can’t get it directly from you, they need at the very least data that could be used in excel to get their answers.
At best they only have a few hours to get an answer. When they can’t get it, they use their intuition and hope for the best. Believe it or not, it’s better to do it this way than to wait on and on before deciding to act.
And no, they can’t go to Google Analytics or any other web analytics service and just create an account and get their answers.
Default implementations are for default companies, and yours is nothing like that.
Marketers need custom implementations which means custom tracking codes, and coding is your turf. You’ll need to work together on this one so that marketers get the answers they need.