Making Web Analytics Actionable - Part 2

"Not everything that matters can be measured and not everything that can be measured matters" said Einstein. This is the main problem in the thinking behind my first post about making analytics actionable.

The assumption is that what you can control will immediately influence results on your site. There is also an implicit assumption of a linear relationship and direct correlation.

The most important things have an exponential effect after being done consistently and for a long enough period of time. For example, if you do a lot of research and reading, it will reflect on the quality of content, people will find it useful, and they will promote it for you. There is no metric that measures what you do outside your website.

So, to refine the first argument, we need to assume that all variables are held constant, and then we can correlate some actions to certain outcomes and results.

Another important thing is to know that there are things that have to be done outside the site, but will have a huge impact on the reputation and brand, thereby affecting results of the site.