Before we select a winner, let’s take a closer look at both approaches. Table 11-1 attempts—in, admittedly, highly generalized terms—to show the differences between the practices of web analytics and user experience.
The two practices really are quite different and, as Doug Bowman found, don’t necessarily jive very well—especially in organizations, like Google, that are so strongly skewed in one direction. Yet they each have something to offer and are often attempting to address the very same kinds of design problems. Given that they both succeed, to varying degrees, there must be merit in both. And if each has merit without the other, on its own, each must be incomplete.