So you're moving towards a digital strategy, you have tons of data and reporting methods, and you're measuring everything you can find. Success should just come naturally, shouldn't it?

Access to information is only one part of decision making. The second, and no less important, is knowledge of your goals. With specific business objectives you can construct meaningful goals, and measurable criteria for success. Without establishing why you're measuring what you're measuring, you can't expect to know whether your data is good or bad, and what you can do to improve things.

The theory behind setting meaningful objectives is a common and expansive topic in management training, but most of it boils down to having specific, measurable targets that directly relate to business objectives. In this article Avinash delves deep into how you can apply those ideas to web analytics, particularly looking at the triumvirate of Acquisition, Behaviour, and Outcomes.

A data-driven approach provides you with a mountain of information; the important next step is to figure out what that information means. Figuring out which KPIs really matter to you and your business, and why, lets you draw out the insights from a mess of metrics and focus on what's important.