Analytics can’t live without data, and data without analytics is useless. Data analytics is the two step process of gathering various data and then analysing it to gain new insights into a specific subject.
Data is the quantitative or qualitative information we collect to understand a situation. Think website data, user research, sales numbers, and so on. Analytics is the statistical analysis of that data in order to identify trends, patterns, correlations or causalities - looking at the numbers for patterns that could support decisions. In a design and development context, this can help to identify business issues or opportunities. The process of incorporating data in your decision-making process will usually contain the following steps:
How to incorporate data
- Define your objectives and which Key Performance Indicators (KPIs) you want to use to measure them
- Set up data capturing, e.g. a tagging plan for website data using Google Tag Manager
- Create dashboards to follow up on your KPIs
- Make your data actionable by defining optimisations and making decisions to improve your KPIs
Clean data: A good tagging plan and technical setup will help you to measure the right things the right way.
Data awareness: Having dashboards and regularly looking at the data will help increase your organisation's data awareness as well as your own.
Data-driven optimisation: Regular check-ins on how you're performing toward your goals will help create an optimisation roadmap based on actual data instead of gut feelings.