I Just returned from Madrid, where I did the keynote at the wonderful web analytics conference, practitioner web analytics. The conference was announced and promoted as a conference for data driven professionals – which I took very literally and went all in with a rather geeky presentation (at first sight). I do believe though, that choosing your optimization goals is not taken as seriously as it should be by most analytics teams (whether internal or external). Find my slides embedded.

I believe very strongly that one have to understand that reporting on any metric at pure face value within a very limited context is unsound and should not be confused with actionable insight from analysis! – To wrap up that statement I tend to conclude that: Reporting is produced by tools Analysis is done by [...]