Reports Aren’t Analytics
Ian Lurie Jan 6 2007
A pretty graph isn’t analytics. It’s a report. What you do with that report is ‘analytics’.
It’s an important distinction. Look at this graph:
It’s a Google Analytics report showing me which pages get more or less traffic on the Portent Interactive web site.
The subtler and most important point, though, is how important our Portfolio page is. It’s 7.5% of all page views on our site. That doesn’t seem like much. But drilling down a bit deeper shows that 30% of the people who visit our portfolio go to our ‘Contact Us’ page, and 4% sign up for our newsletter. It’s the best-converting page on our site:
A few more clicks show that people visiting this page after searching for ‘internet marketing agency’ and ‘online marketing agency’ are our best prospects, at least as far as taking the next step to contact us.
That led us to optimize our site for those phrases.
The charts and the graphs are the reports. The changes made to your strategy are the result of analytics. It’s a big difference.
CEO & Founder
Ian Lurie is CEO and founder of Portent Inc. He’s recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch.
Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle.