A few days ago I sat down with the BI (Business Intelligence) manager in one of my portfolio companies. He showed me some key metrics on the business, and what they are measuring as they try to understand the fundamentals of the business.

Analytics is a key part of any web business, and in today’s world – any business, web or non-web. Everything needs to be measured, and it’s important to measure the right things. A lot of times, it’s the trivial stuff (# of users, growth, conversion) but other times it’s much more sophisticated (repeat users, traffic sources, segmentation, churn, etc.).

Having good metrics is important as they provide good information, and GREAT stories. Sitting with the BI manager taught me a lot about the business of that portfolio company. What is really happening? What customers are profitable? Where can we make more money? What are the current bottlenecks? With such insights, you can addicted to analytical information, as much as you can be addicted to the performance of a public stock. As such, I ask my companies to share data on a monthly basis. That’s the minimum resolution where you can see real changes, that are beyond just noise. I never want to get access to Google Analytics. As a board member, getting daily information can kill you.

A lot has been written on the importance of analytics. Check 360innovate as one example. Or just search Google for “importance of analytics”.

Now, here is a personal thought on analytics. I sometimes wish I could have analytics on my life. Some sort of a measurement tool on everything. Just for me. How many flights did I ever take? How much km did I run to date (total)? How many people did I meet? I can’t get this information. Is it interesting? Not sure. But maybe my grand kids will have all that in a database one day.