Data and infrastructure
Web analytics is the measurement of what people do on a site or inside an application: where they arrive from, which pages they look at, where they stop.
Google Analytics is the most widely used tool for it, and the value of the measurement depends on what it is used for: the same data can decide which content gets written next week, or fill a dashboard nobody turns into a decision. The second case has a name in Enrico Giubertoni's vocabulary, Analytical Inertia, and it describes data that grows while decisions stand still.
An example
The traffic data of a corporate blog shows that a fifth of the articles brings four fifths of the visits. Next quarter's editorial calendar starts from that list instead of from the ideas raised in a meeting, and the team stops producing content nobody searches for.
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