Values of Web Analytics{1}

by Robert L

“Learning and development organizations historically have borrowed models for measuring learning from an increasingly archaic education system. The learning profession today is no different-it continues to focus on metrics that provide a binary assessment of learning in the form of pass-fail, complete-incomplete, and started-in progress. Today our analytics are becoming irrelevant and misleading as learning becomes more fluid. The traditional “push model” derived from a regulatory, compliance-driven industry is giving way to a learner-centric “pulling world” where mere training completion has little meaning. We need to rethink learning analytics with a focus on value as opposed to learning as a key benchmark. Our analytics must be aligned with the business’s metrics, and we must demonstrate value through the synthesis of a variety of business systems. Learning 2.0 practitioners have been arguing for some time that the metrics previously used for formal learning are insufficient for capturing any data from informal initiatives such as online chats. Some would argue (and I used to be one) that there is no relevant data to suggest that informal learning has any effect on a business, and they would be right, However, the conclusion reached doesn’t mean that there is no value, only that the instruments we use to measure how training affects an organization are insufficient.”

I find that this select journal covers an important area of Web Designs as it gives a detailed and pinpoint message of what metrics we should identify and where value would be assigned by a user who will use the website. This article present a good argument against the reliance of more formal metrics based on older media, which themselves are not compatible to the functionality of a modern website. The article also implore to rather than static values further grow into a satisfiable marketplace and deliver functional improvement as the website matures.

This article offered up many companies and firm who can provide Analytic tools and advising toward desiring sites, including Google Analytic and edCetra Training. It Furthermore provides some example where additional value can be acquired such as Social Networking sites, and Aggregate sites.

Tozman, R. (2012). New learning analytics for a new workplace. T + D, 66(2), 44-47,6.