FUZZY NUMBERS: OBSERVATIONS ON MEASURING USER BEHAVIOR ONLINE
Most of the time I deliver a report on the analytics of a page or pages and there are no question asking me why. I often offer an opinion backed up by using multiple sources including script based, alert based and log based. I am hoping to blog more specifically on my new adventures in measuring online user behavior. The market is mature and the tools are light years from where we started.
The fuzzy numbers we see are the result of the accuracy of our tools and the skills of the analyst to build a defensible methodology. All of this needs to begin with the question "why are we measuring this and what outcome do you, the stakeholder, want from the end user?"