Part 2 Measurement

The majority of analysis involves transforming information into something measurable. Once you can quantify something, you can more easily explore it, making comparisons, identifying relationships, and drawing inferences about the broader population. These insights form the basis for setting goals, tracking progress, and making informed decisions that drive organizational strategy.

However, measurement is rarely straightforward. As analysts, much of our work involves examining interconnected processes—many of which revolve around human behavior. People, of course, are complex. How do you measure something as subjective as happiness or satisfaction with a product? Can you take self-reported data at face value? What does it truly mean when someone clicks a button on your website? Are they engaging with the content, or are they simply navigating? And, ultimately, what can you infer from these actions?