Q: What is the difference between measurement and analytics?

A: Measurement is a way of showing data, or visualizing it - but analytics is where you calculate the relationships in the data and show how the relationships affect each other.

Here is a simple analogy: you can measure the number of car accidents each year, but unless you can analyze all of the related causes and effects, those numbers won’t tell you very much. If you want to know what’s affecting those numbers and how to change them in the future, you have to know a lot more information about the cars, the drivers, the roads, etc.

You may see an increase in the number of visitors to your website, but if those visitors aren’t potential buyers – that is not a number that will ever show up on your balance sheet. Analytics helps you figure out the relationship between your measurement data and your results.

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