To my fellow web professionals: I can hear you groaning. “I’ve already had to learn so many technologies,” you say. “Why one more? Give me a good reason for yet another responsibility.”

There are two compelling reasons to carve out some of your valuable time and learn analytics.

1. Using analytics moves website improvement past opinions into hard data. No longer will site design and architecture be based on subjective viewpoints — not even on HiPPOs — the Highest Paid Person’s Opinions.
2. It bridges the communication gap between senior management and web professionals. It speaks to what’s happening on your website and what can happen in terms that are much more familiar to management, e.g. data to back up the ROI (return on investment).