Context is Queen - Blog Post Assignment

You're a web analyst for a company and are handed the following report on search traffic to your website. What would you do to provide context to the data? Explain what context does for your reporting to management.

The picture is showing the search traffic of one website since May,1,2012-Oct31,2012. Time period is 6 mouths. Although it seems provide a lot of data like amount of visiting, average time of visiting, percentage of new visits. I have to say, only from this one picture, the data means nothing.  

To change the data to make sense. We can compare it with :1.Time. We can compare the data with the data 6 months ago or 1 year ago to find the difference. 2. Also we can compare it with segmentation to compare the specific change during this time period.  3. We can also use the data showed in the picture to compare with the average data of this website. 4. The data we can measure is also include how many visitors are sent from referring sties. 5. We can also set up the benchmarks for every particular data to measure it.  6. Compare with competitors is a good way to measure our site.

Using the measure method above, the core task is to compare with something. Independent data without comparability means nothing basically.