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Analytic Fundamentals


A good article by Andrew Edwards  from ClickZ

To make the most out of analytic, you should

·         Understand how to work your way through my interface.
·         Accept "reporting" as the output.
·         Be prepared to interpret the data you see.
·         Remember it’s a tracking tool only.
·         Provide data and leave the process of change to real people.

Analytic is not

·         An automatic insight engine – it needs people to do that based on the data it provides.
·         Analytic doesn't tell you  what your business is attempting to accomplish. You need to know this on your own.
·         Analytic cannot change your content. Only you can change your content (after you decide which content worked better based on my reporting).
·         Analytic does not provide answers to business questions all by itself. It can only supply data on user activity. A real person in the physical world may need to interpret my data and create natural language analysis
·         Analytic is not a process. Process is an important part of the marketer's optimisation exercise, but analytic does not embody a process.
·         Analytic is is not related to artificial intelligence. 

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