We live in a society in which intelligence is stigmatized. It’s unfortunate, but it’s true. It’s not as bad as it once was, as evidenced by the rise of “nerds” in popular culture in (very) recent years, but it’s still one of our culture’s biggest flaws. That is why many among us may not see the need for much any data, sadly, but for web analytics in particular. However, data is important, and it always has been. All of the things that are more “manly” than intelligence required some scientific testing and documentation to sort out at some point in history, and so even those who don’t believe in data know, somewhere deep down, that it’s essential. Web analytics is no different.

For our world to go on functioning the way it is and has been, businesses need to thrive, and they can’t do that without data. Period. Companies have to know what works and what doesn’t, as far as sales, of course, but also in workplace standards. All of this knowledge has had to accrue over centuries of failures we shouldn’t dare repeat. Data is what helps us do that. Data is, of course, responsible for the rapid acceleration of human civilization is that last couple centuries, and out of our long, long history, it really has been the last couple hundred years in which we’ve built most of what we use today.

Web analytics are how we know how a website is performing, who’s interested in the site, and much more. This information fuels improvements to the site, the interest of investors and advertisers, etc.The internet “mainstream” internet is built on the back of this kind of data, and it’s improved the internet for the better. As a matter of fact, I can, right now, without leaving my computer, do any number of things that, even twenty years ago, would require a trip to a physical location or a phone call, at the very least. I can order a pizza, I can go shopping, or I can even book a room with RIU Hotels & Resorts, and it’s all thanks to the improvements and advancements made possible by studying the data we’ve been collecting.