ABSTRACT
An important aspect of the Theory of Change is the need to iterate by revisiting people's goal and outcomes. Measurement of long-term outcomes – including creating a successful presence – will not be possible without suitable data. Analytics are the ways in which data provided by metrics is converted into information and knowledge. Analytics should be used to answer questions relating to people's own strategy and goal. Google Analytics collects two types of data. Dimensions are the “characteristics of users, their sessions and actions” and is a description of an individual’s visit that can be used to categorise and align that visitor with one of people's defined personas. Different combinations of metrics and dimensions let people answer specific questions. Digital analytics can be used reactively or proactively. A mindset focused on measurement shows ambition, but it must be built on the purpose of shaping actions that support the achievement of outcomes in the future rather than just reporting.
