Web Analytics Is Just a Hammer
By Tim Wilson on in Testing, Web Analytics with No Comments
It’s funny how you never know which conversations or presentations will stick with you for years. One of mine, that I didn’t realize at the time, was when John Lovett keynoted at ForeSee‘s user conference several years ago. He had a simple diagram in his presentation (this was John pre-Prezi!) that talked about different types of data: behavioral, attitudinal, and observational. That really resonated with me, to the point that it’s become one of my favorite soapboxes.
That soapbox (although hopefully presented in a much less preachy way than “soapbox” connotes) is one of the core elements of one of the eMetrics sessions I’ll be leading next month. And, I also got to try to capture those thoughts in a recent Practical eCommerce article. The premise for the article comes from the cliché that, when all you have is a hammer, all the world looks like a nail. Not a week goes by when I don’t have a co-worker or client view their “main” analytics or optimization platform as a universal tool.
Web analytics tell you what visitors did. Site surveys tell you what they wanted to do and, to a certain extent, who they are. Testing platforms let you construct a parallel universe. You get the idea.
Read more in the article itself.