A wide range of web analytics tools offer insights into vast amounts of data about your users and their interaction with your content. The hard part is to figure out how to use this data productively and consistently in a large organization with many stakeholders.
In this session online content manager Thomas Petersen from Metropolitan University College will present examples and ideas of how we can we bring data into play – every day – instead of putting all of our faith into long term strategic KPI’s and automated, distributed reports.
How can we use quick-and-dirty web analytics as a powerful tool for content development? How can we familiarize ourselves with our analytics data and continuously challenge our own assumptions? How can we facilitate shared interpretations of our data with the stakeholders in our organization? How can we bring other sources of knowledge to the table, keeping in mind the words of Colleen Jones: “Data is your eyes, not your brain”.
The session is based on examples of how web analytics has contributed to the development of the web content of Metropolitan University College.