Web analytics are a fantastic tool for content editors, but a deeper look into the topic shows they can provide significant insights into UI, UX, information architecture and much more. In this episode of Delicious Brain Waves, we’re joined by special guest Christina Inge, an expert on web analytics, content strategy, and SEO, and the CEO of Thoughtlight, a digital marketing agency and tech consultancy. We discuss how to use analytics to drive our decision making, which analytics to track, and whether or not there are any unimportant metrics.

Show notes:

* Christina Inge on Twitter

* Mike Davey on Twitter

* Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies

* YouTube - Marketing Analytics with Christina Inge

* Universal Analytics will be going away - Google Help

* Google Analytics 4

* Optimizely Digital Experience Platform

* Christopher Penn’s Almost Timely Newsletter

* Occam’s Razor by Avinash Kaushik

* Digital Analytics Association

* Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform