Often we present data without thinking about it too much. We might actively think about the metrics we are computing (and avoid rookie analysis mistakes). But it is rare that we, “Web Analysts”, actually think, I mean think, about the story we are telling. I think that’s because that is not our job (I mean that in all seriousness). Our job is to report data. On good days it is to understand and segment and morph and present analysis. But we don’t think about the implications of the data in a grander context and we don’t think about the role…