Web analytics is like a giant monolith - massive, daunting, and scary. If an organization manages to keep its analytics implementation out of the silo of death, there’s not only understanding what the language of analytics is but applying context to those stories the data is telling and using them to make informed decisions.

That’s why web analytics is often underestimated, understaffed, and undervalued by many organizations.

We’re taking a closer look at the monolith that is web analytics, and in the coming days we’ll offer commentary and insight about these issues. We’ll look at how analytics got to be a monolith: why it can be misunderstood, why it’s difficult to implement (at the technical and business levels), and how important data often stays hidden from those who need it most.

Stay tuned!