More than Just Numbers, Data is the Story of Us

Each new year causes me to stop and wonder what will come next. Looking back, 2013 was a great year for us. I had the chance to work on amazing projects with a great team for incredible clients. We hosted three BEST Practices conferences, each of which gave us the chance to connect with a room of smart, focused and excited digital analytics fanatics and outright data geeks (like us). In the last year we added a slew of new staff that I am honored to work with each day. And we topped it off by becoming the largest Google Analytics Premium reseller in the world – a distinction that leaves me both thrilled and, honestly, feeling the weight of that distinction.

So what comes next?

My team and I have been thinking hard about who we are, what we love, and what we are setting out to do. We have some big things planned and look forward to sharing them when the time is right. But for now, let me simply share something that my team and I have been thinking about a lot lately. It is great to be #1, to do big projects and solve big challenges, but without focus and purpose, all of the data we help our clients collect quickly become just empty numbers.

At its core, I see data as simply the measurement of human interactions. The clicks we measure are finding a place to meet friends for coffee, booking dream vacations and sharing photos that inspire. Data isn’t just numbers, it is the story of us. The more we understand it, the more we understand each other.

Never has our ability to collect data been greater. We have mountains of information at our fingertips twenty-four hours a day, but data outside of its human context is meaningless — and confusing. Data requires careful analysis and interpretation so that we might better live in, experience, and interpret the world around us. And more importantly, it requires the wisdom to turn the knowledge that data can bring into actions that change our behaviors, improve our lives, and, ultimately, solve human problems.

That is what we will be doing this year. And we can’t wait.

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