Metrics are Political

It was Web Analytics Philippines’ first time at the eMetrics and I was half expecting that I would not be able to relate much to the topics due to lack of valuable experience but I was wrong. Most of the sessions I have attended are really useful, I was directly hit. My level of experience was not a factor, all the speakers have internalized their presentations so well that you will really be wrapped up.

One of the my main takeaways from this year’s eMetrics is that metrics is ridiculously political. Having the responsibility to put up a web analytics team for the past year is not easy. From going solo for the first few months, to expanding, to defining the role of the team, to being glorified report builders… And now, internalizing the value that web analytics bring to the table. The team’s identity was put on the line.

Data is very important to any company. It is where decisions are based. Of course it is only natural that ownership of that ‘official’ data will be a struggle. But once you realize that you don’t need to fight, you will be able to participate. Web Analytics is not a substitute to traditional data, it is a supplement, or a complement if you must.

Web Analytics is no longer just web data recorded in log files. It is an art of deciphering your customers, what they mean when they act a certain way, what they want when they do this and that. It is no longer what happened in my site, but why did it happen, and what can I do about it.

Experiencing politics in the field of Web Analytics is scary for me. But with the intent of bringing in good through the story we see in our numbers, then it becomes an adventure. And that adventure of ours here at WAP, is just beginning.