Data and analytics dictionary

The data and analytics terms that come up when you run a business, defined in plain English and sourced.

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Following a group who share a starting point to see how their behaviour changes over time.

A single screen that shows a business's most important numbers as simple, live charts.

The rules, roles and habits that keep a business's data accurate, secure and trustworthy.

The automated path that moves data from where it is created to where it is used.

How accurate, complete and current a business's information is, and so how far it can be trusted.

A single agreed number that shows whether an important part of the business is on track.

Data about data: the labels and details that describe a piece of information.

Any data that can identify a specific person, on its own or combined with other details.

Using past data and statistics to estimate what is likely to happen next.

One agreed place where a piece of information lives, so everyone uses the same version.

Run the same checks on a client site and get the top findings for search, conversion and accessibility in minutes.