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One of the favorite’s expressions between us, analytics ninja wannabees, is “Actionable Data”. Yes, we like this phrase a lot and we use it every time we have the occasion. It gives meaning to our work and it’s a great hook to get CEOs, CTOs and marketing departments to listen to what we might have to say.

What is “Actionable Data” and how do you track it?

Unfortunately, the answer is not as easy as I would like it to be. With the help of Avinash Kaushik I got access the other week to the new Segmentation feature in Google Analytics (GA). I played with it a full weekend, doing advanced segments, but when I got to show it to my colleagues on Monday, all I was able to share were very neat tips and tricks. And I got the following remark from: “Wow, really cool… but how does it help us”?

So, this is what Actionable Data is for me: data that helps me improve my website. Before looking at data, I first ask myself: What do I need help with? Is the conversion number to small? Am I spending too much money on AdWords? Should I invite more bloggers to try our products and if yes, which ones?