Looking at analytics data can sometimes feel like watching one Olympic bobsled run: In isolation, you have no idea if what you're looking at is good or bad. Context is everything.
For web metrics, we can look at our data over time, which gives it context and meaning. We can also look at our station numbers compared to other public media stations like us using the Station Analytics System. Comparisons can turn data into actionable insights.
So how do we compare our stations against the most important digital competition we have: the websites of local newspapers, TV stations, other nearby radio stations, local music sites, and so on?