The Lean Analytics Cycle: Metrics > Hypothesis > Experiment > Act

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This should not be news to you. To win in business you need to follow this process: Metrics > Hypothesis > Experiment > Act. Online, offline or nonline.

Yet this structure rarely exists in companies.

We are far too enamored with data collection and reporting the standard metrics we love because others love them because someone else said they were nice so many years ago. Sometimes, we escape the clutches of this sub optimal existence and do pick good metrics or engage in simple A/B testing.

But it is not routine.

So, how do we fix this problem?

This thought was in my mind as I was reading Lean Analytics…

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Excellent Analytics Tip #23: Align Hits, Sessions, Metrics, Dimensions!

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Web Analytics tools have become pretty feature rich, and the future promises to bring even more goodies (Universal Analytics anyone?). But these features bring with them new problems that we hadn't imagined before. Mostly because the limitations in the tools meant we were unable to make these mistakes. Today's post is about a new problem I'm starting to notice, which only exists because our tools have become so much cooler and handed us so much power: constant mismatching of hit- and session-level metrics and dimensions. This particular problem exists primarily because Analytics allows us to create custom reports. In some scenarios you also bump into it when you do advanced…

Keep reading: Excellent Analytics Tip #23: Align Hits, Sessions, Metrics, Dimensions! »