Bottom Line Analytics

I’ve heard a lot of great comments since the launch. One occured few times at my surprise. It’s about the role of the web analyst. You know, I don’t expect analysts to  drop Google Analytics for DashThis. If fact, this would be a bad idea.


Because DashThis is not for analysts. It’s for managers, executives and business owners.


Because they need the global view, the big picture, the all-you-need-is-on-that-piece-of-paper thing. Direct. Brief. Quick. Concise. Easy to digest. In other words, they need Bottom Line Analytics.

What should we find in Bottom Line Analytics?

Only Key Performance Indicators (KPIs) that matters to the business. Average Time on Site is a metric and it doesn’t matter to the business. Time to complete the online purchase process is a KPI and it matters to the business. Because the more time it takes, the greater the chances the purchase won’t happen.

Analysts should stick with Google Analytics

The analyst’s job is to understand what’s going on, how and why. They have to dig, drill, slice and dice. They need all the power given by Google Analytics. But not their boss. They have other things to do. They only need to know if the boat is sailing fine or if it’s going to hit an iceberg soon. They’ll ask questions to the analysts when it’s needed, but there’s no need to over inform them.

Keep “Bottom Line Analytics” in mind. It could be useful when designing your next executive dashboard!

Stéphane has been working on business Web projects for more than 15 years. He has a computer science degree and a MBA specialized in e-commerce from Laval University in Quebec City. That also explains why his writing can sound weird: He is a French Canadian!

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Category: Web Analytics 2 comments »

  • Benoit Tremblay


    Encore une fois j’étais à un évènement ces deux derniers jours et une phrase récurrente que j’ai entendu : je reçois un rapport mensuel, mais je n’y comprend rien!

    Au final, tout revient à: est-ce que les chiffres méritent une action, oui ou non?

    J’aime bien le petit “sketch” en passant… ;)

  • Stephane

    Merci! ;)

    En effet, c’est la différence entre un KPI et une métrique. Un bon analyste Web saura présenter les bonnes infos pour les bonnes raisons dans son rapport mensuel.


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