Asking Why is a book about how to use analytics to ask business questions of your data and get answers. It's a part of the MAP system - a treasure map if you like.
Over the past 2 decades working with data;
So now I want to scale what I know, so you can do it yourself.
It all started in 1998 when I made a mistake at work. I was supposed to add 7 web forms to 7 websites. By mistake I only added 6 and forgot one smaller site.
About a month later I got a call from a colleague who asked my opinion on automating subscriptions as he was getting too many from abroad.
I knew I’d made a mistake because the form should not be able to be completed by anyone outside of the UK.
But then I got curious. I remembered a previous conversation a week earlier from one of the editors about taking the form off the site altogether.
There were too few queries from that newspaper but here was another one where I was getting too many.
I didn't know it then but this was the first time in my web analytics career that I would ask why.
Asking Why is much harder than simply accepting the data you see and reporting it. This is what most analysts do. It's lazy and it offers little value. I want you to take the route less travelled and teach you how to do the work to become "a great" in this business.
I've seen analysts who got paid to produce reports and it's not pretty. One guy once just connected data from an analytics tool to populate a spreadsheet that formed pretty graphs. He sat for an hour eating a banana while the spreadsheet populated and then hit send. Job done.
He was the actual definition of a reporting monkey.
No offence meant to Monkeys. It isn't the only thing though. There is a lot that is hard about this if you don't have a system to put the data into context. This book is a system designed to show how to get started using data.
The system is designed to help you find (m)easurable (a)nalytics (p)atterns. The MAP starts with planning where you need to go.
If you return this book within 2 weeks of purchasing with a reasonable explanation as to why it didn't work I'll refund the money. Simple.