Web analytics, digital analytics, social media analytics, the list goes on. Yes, we get it. Metrics and ROI are important.
But, are you feeling overwhelmed? Are you unsure about where to start, or which metrics to analyze in relation to your specific business context?
The problem lies in the misconception that analytics begins with metrics. In reality, analytics should start with a systemic or holistic examination of, first, the organizational situation (problem) that precipitated the need for analytics, and, second, your own subjective role within the analytics process.
