By David Dawson
Baptist and Reflector
FRANKLIN — Brentwood Baptist Church digital strategy director Darrel Girardier admits that he has a love-hate relationship with analytics, especially in relation to online worship and other events that are streamed on social media platforms.
Can analytics be a useful tool? Without a doubt. But can they be deceiving? Absolutely, Girardier said.
The key, he said, is to dig deeper into the numbers and understand what they really mean. Just because a particular worship service or event draws a high number of “views” doesn’t necessarily mean it was a success. The big question needs to be “was the viewer engaged?” [Read more…]