Web analytics are powerful tools. But, say Digital officer Geraint Northam and UX officer Becca Edmeads, you’ve got to know how to use them.
Most of us use analytics unquestioningly. We don’t stop to think how accurate they might be, let alone what they might actually mean.
It’s important to recognise that analytics don’t give the full picture – they’re an indication of patterns of behaviour or trends. We need to educate ourselves on why the data might not be entirely accurate. (more…)