What is the difference between metrics and analytics?

The HBR blog Network recently posed some interesting questions regarding the “technology and analytical IQ” of marketing professionals, among them was defining the difference between metrics and analytics.

It is more than simple semantics these days. Webster gives the following definitions:

Visual of Metrics

Metric: A standard of measure.

Analytics: The method of logical analysis – a careful study of something to learn about its parts, what they do, and how they relate to each other. An explanation of the nature and meaning of something.

Here are some thoughts on the matter:

Metrics are based on historic data points, tangible in nature and can come these days from business transactions and the vast output of geographic location / behavioral data from mobile devices and social media.

Analytic Data at Work: SGI  Heat Map of Angriest Tweeters.

Analytics are intangible; future- focused in an attempt to predict possible outcomes and  designed to provide insight that can support better business decisions and feed business scorecards.

Metrics gather information in reports – often from an accounting perspective.  Analytics use that information to ask relevant questions and feed finance-related decisions.

Metrics are transactional and of low value. Analytics can and should be used to inform strategic directions that have the ability differentiate an organization, driving profitable growth thus having a much higher value.

So the heat map of angriest tweeters (based on negative sentiments expressed) doesn't support any business decisions, but may tell me to steer clear of east Texas, Ohio and New England.

In the end the astute 21^st Century marketer should be thinking along the lines of:

Metrics ->  Analytics ->  Insights ->  Better Informed Decisions ->   Optimized Outcomes.