If there’s a single question I get asked about Analytics the most, it’s “What does this mean?”
*If your meme knowledge is a little sparse, check out the classic video here.
Every time I sit in a room with a good marketer or executive and we start running through numbers, that’s the question I get.
And answering this question is the secret to analytics.
When most people think of analytics they think of pie charts, line graphs, and tables.
They think of analytics as data.
Analytics isn’t data.
Analytics is analyzing the data.
It’s the work that goes into making useful, practical analysis of the data.
Without analysis, data is just numbers.
It doesn’t matter.
In order to find the answer, we have to ask, “What does this mean?”
Only then will analytics be useful to you.
So what if your traffic is down by 18%? So what if your conversion rate is 2%? So what if your top page is the blog about widgets?
What does it mean?
Data is cheap. Data is easy.
Your goal is simple: What does this mean?
Begin answering that question in your business, and it’s almost impossible to fail.
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