The Importance of Data in Analytics

Over half of our websites have given analytics installed. We've got a huge amount of data at our fingertips, but I think quite often we're focusing on the qualitative side which is excellent. The quantitative side is being used for metrics rather than validating things that people have said or shared with you. You can't get away from the fact that the data side of stuff is technical. And if you do try and ignore that, you're going to generate false insights. There's not a single website I've worked with since 2007 that doesn't have data that's messed up in some way.