Over the centuries the natural sciences have acquired some methods of generating solid knowledge – in particular, the use of logic, causal relationships and the review of the generated ‘knowledge’ by measurements. Normally scientists take the following steps:
- Question nature in a intelligent way by taking measurements
- Analyze the measurement and the data
- Try to refute or confirm the hypothesis by further measurements
A hypothesis that neither can be confirmed by the measurements nor can be falsified is not considered scientifically robust. It is best characterized by a statement of faith.
Matters of faith and religion are not the subject of web analytics. In contrary web analytics is the generation of knowledge based on facts.
Thus web analytics should use verifiable and scientific methods and try to provide reproducible and logically conclusive results.