Why Businesses Should Use Web Analytics to Tell A Story

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Posting date: 12/5/2018 11:52 AM
Digital Transformation. Industrial Revolution 4.0. Big data. Business Intelligence. Predictive Analytics. Data Scientist. Data Engineer. Data teams. Once you get past all the verbiage, it’s really about the story. Your company’s story. Where you’ve been. Where you are. Where you’re going. 

Enter web analytics. 

What are Web Analytics?


Whilst Data Engineering lays the pipeline to create the structures from which to build data, Web Analytics are the measuring stick for data collection, reporting, and analysis. It’s intended to help you identify measures based on your organization’s goals both internally and externally. The gathered data then helps determine the success or failure of a given strategy or user experience.

Your organization’s storytelling strategy based on Web Analytics is then defined by a framework. Not unlike defining a story structure in a movie, play, or book. These framework items include:

  • Goals – why you are in business? What problem are you trying to solve?
  • Objectives – How will you achieve your goals? What steps need to be taken?
  • Calls-to-Action – What do you want your customers to do when they’re on your site? How will their actions affect your business goals and objectives? 
  • Key Performance Indicators (KPIs) – How will you measure each call-to-action?

Why Do We Tell Stories?


When it comes to storytelling in business, you may think it’s either just about the business or just about the consumer. In truth, it’s both. The story sets the stage for understanding a business culture, and why people buy your products or use your services. It provides an opportunity to exchange ideas, suggest improvements, and gather insightful data for future trends in your business or industry.

It can be easy to focus too heavily on one issue or another. But, the skills of tomorrow are a fine balance of both the analytical and the creative. Data gives you the details such as visits, page views, conversion rates, and so on, but if you can’t weave it into a cohesive story, those snapshots can seem disjointed. The ability to take relevant data and tie it into an objective or business goal, before translating it goes a long way to executive and stakeholder buy-in. 

Analytics help us answer the question why. A data-driven culture helps define a businesses strategy, goals, and objectives as well as offers actionable metrics to drive the business forward. Storytelling takes the metrics collected and evaluated and puts an image to the numbers. We are tied emotionally to stories, and bringing your customers, your stakeholders, and your staff into your story helps keep everyone on side. So, how do you meld the analytical component of data collection with the creative side of communication? 

Below are a few suggestions to help you succeed, and to help you understand the difference between metrics (the numbers), and analytics (the story behind the numbers).

  • Make sure Web Analytics are part of your business strategy. Incorporate the information, advice, and recommendations from the start.
  • Invest in talented individuals who can understand and communicate the information at a glance. 
  • Work from the inside out. Offer training and workshops to facilitate growing your talent pool, and to add to the knowledge of those already on staff who show interest in the field.

Today’s Mergers and Acquisitions show us a Vision of the Future


Once siloed departments are being brought together for more robust data teams. Multi-and omnichannel platforms are converging to give a more developed picture of the collected data’s story. Even seemingly disparate parts and platforms such as social media, search, and analytics are partnering, merging, and ultimately changing the future of analytics.

If you’re interested in Big Data and Analytics, we may have a role for you. We specialize in junior and senior roles.

Check out our current vacancies or contact one of our recruitment consultants to learn more. 

For our West Coast Team, call (415) 614 4999 or send an email to sanfraninfo@harnham.com.  

For our Mid-West and East Coast Teams, call (212) 796 6070 or send an email to newyorkinfo@harnham.com.

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