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.