Making Sense of Analytics: Interpreting Data with Perplexity
Written by Fred Ferguson – GeezerWise on Substack at www.geezerwise.com #Perplexity
Analytics dashboards give you numbers — lots of them.
Traffic up, conversions down, email open rates fluctuating — but why is it happening?
Most marketing tools give you the what, but very little of the why. Without context, you’re just staring at trends you can’t explain.
How Perplexity changes the game
Perplexity gives your numbers meaning by uncovering what’s driving them, whether the changes are normal, and what to do next.
You can research:
Common causes for metric shifts (traffic drops, email bumps, conversion swings)
Seasonal patterns in your niche so you know what’s normal
Industry benchmarks to measure against
External factors like platform updates, market shifts, or economic events
Which metrics matter most — and which are just vanity numbers
Correlation patterns between different metrics
Sustainability vs. temporary spikes
Warning signs and early indicators of problems or opportunities
Step 1: Identify cause-and-effect
Tie metric changes to specific events, campaigns, or market forces.
Step 2: Compare against seasonal trends
Know if a dip is normal for the time of year or a red flag.
Step 3: Benchmark against your industry
See how you stack up against competitors and realistic performance goals.
Step 4: Spot real growth vs. short-term bumps
Focus on lasting improvements that build momentum.
Step 5: Connect actions to results
Match content, email, and ad strategies to the metrics they improve.
Step 6: Watch for warning signs
Identify early changes that signal bigger shifts ahead.
Step 7: Segment your analysis
Break results down by audience, traffic source, or demographic to uncover hidden trends.
Step 8: Prioritize actionable insights
Filter out noise and focus on data that leads to clear next steps.
Bottom line:
Data without context is just noise.
With Perplexity, you can translate numbers into stories, spot the real trends, and make decisions with confidence — instead of guessing at what the graphs mean.
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