Analytics apps don't tell you much about usage behavior. You might be able to see how many users performed an event, or how many times they did it. But none of the analytics packages out there are good at showing you how often people do things. Are they using to-dos once a week? Every day? Only signing into the app once a month but happily paying for years?
Time matters. You can't understand usage without time.
Here I describe an approach for defining new information architectures for large organizational websites managed by many stakeholder groups.
Broadly speaking, there are four general phases to the approach:
Auditing. Begin by immersing yourself in existing content and encourage stakeholders to adopt a critical, audience-minded perspective of their content.
Diagramming. Work with stakeholders to develop new conceptual categories that better serve audiences and organizational direction.
Elaborating. Think through content in detail and test new categories against specific instances and edge cases.
Producing. Prepare content teams for production using a shared database of new sitemap pages and editorial considerations that you’ve developed incrementally.
In any control system that is functioning properly, the methods used to control a signal won’t be correlated with the signal they’re controlling.
Worse, there will be several variables that DO show relationships, and may give the wrong impression. You’re looking at variables A, B, C, and D. You see that when A goes up, so does B. When A goes down, C goes up. D never changes and isn’t related to anything else — must not be important, certainly not related to the rest of the system. But of course, A is the angle of the road, B is the gas pedal, C is the brake pedal, and D is the speed of the car.