Web analysts base their statements on a measurement of operations or events. In other words it is measured
– that something is happening
– how something is done,
– in which order something happens
– how often something happens
However, “the why?” can only be partially addressed by web analytics.
Technical reasons for events can often be found by analytical methods, but the motivation of users or customers is not directly accessible for web analysts.
With the help of web analytics, you can measure page views, clicks and requests. Analysts can examine texts and classify them. We can measure the behavior of people, for example that someone clicks or that someone writes, but we cannot measure the intentions of those who click or write.
A web analyst must be aware of the fact this is his/her view of the things that happen – their own “interpretation of the world”, which might be supported by the facts, but will never be fully proven.
We must always clearly distinguish between the facts and the interpretation of these facts.
Often analysts do not realize when they leave solid ground and start interpreting and guessing intelligently.
We cannot read the minds of users!