Web analytics playbook

Use these plays to reach your strategic website goals.
Illustration of man pointing to business strategy on a website

Democratize the data

Allow the relevant parties to access the data, and empower them with the skills to understand it.

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Data democratization means breaking down barriers to information. Don’t force stakeholders to request data from a single data owner. Allow relevant parties access to data—and, crucially, empower them with the skills to understand it. That’s the best way to have the team holistically understand what success means for the project.


  • Examine your existing user management processes
  • Determine who needs direct access to data
  • Remove any bureaucratic or organizational barriers preventing others from gaining access

Key Questions:

  • What teams are stakeholders in this? Communications, web development, content, others?
  • Can we reduce workload by helping others get the data they need?
  • Who needs to clear this, if anyone?