My post on “Numbers it’s better NOT to know” got me thinking more closely about the relationship between a theory of error and the types of web analytic process organizations should adopt. That led to a more considered post “Defending the Indefensible” where I laid out some of the most common causes of error and talked a little bit about how these errors should influence our thinking about organization and process. Jacques Warren, whose comments certainly triggered some of this, responded with the question:

There’s a great scene in the movie Jerry MaGuire. In it, Tom Cruise’s sports agent character has finally lost his it with his one client (a football player brilliantly played by Cuba Gooding Jr.). Frustrated by Gooding Jr.’s frosty relationship with the media, Cruise implores, “Help me to help you.” It’s a pivotal moment in the movie for both characters - and it’s one that we could (should) use more in the PR industry.