HackFwd Build 0.4 - Mallorca December 2010
The success and popularity of analytics means that it has never been easier to measure everything. This inludes measuring the wrong things. In this talk, Jonathan Briggs suggests that instead of valuing everything measurable, we must pay special attention to measuring what is valuable. In addition to understanding what to measure, understanding the measurements themselves is equally important. Bounces, for example, are the measure of how many of a website’s visitors simply arrive on a page and then leave the site. Yet a bounce may not be a negative indicator if the visitor gets what they want quickly on that one page, and if the website owner is able to realize value from the visit.
Analytics helps you tell better stories. By seeing details of user behaviour it is easier to construct stories and theories of who the users are, why they behave the way they do and what is relevant to them. A spike in gameplay during lunch hours sends a different signal about the users than if most activity happened at night.
Read more at hackfwd.tumblr.com/post/3325735780/build-0-4-talks-analytics