“So we are like Canva, but for web analytics?“ I asked our CMO, Jussi.
He looked at me, unsure. “We are going to transform web analytics and make it accessible to everyone, not just experts,“ I clarified.
Nodding in enthusiastic agreement, our head of marketing then proceeded on his passionate rant against the unnecessary complexity of analytics tools and how we can “save the internet” by making “data beautiful.“
The next day, Jussi told me that our CEO Tina and front-end developer Dritero also used the Canva analogy to describe our mission in Volument.
Canva was founded on the idea that design is for everyone. Graphics design used to be exclusive to those with the inclination, time, and effort to learn how to use professional design tools such as Adobe Photoshop or Adobe Illustrator. The barrier to learning design wasn’t just knowledge; it was also cost, as licensed programs were prohibitively expensive. Frustration over these challenges led Melanie Perkins on a mission to build Canva. Thanks to the $40 Billion platform, even marketing generalists can design.
The story of Canva deeply resonated with Tina, who advocates for user experience as the heart of the product.
Too often, the power of data rests in the hands of a few rather than being accessible to everyone. Can you imagine how that limits your growth?
Data is overwhelming and intimidating, and few have the mental bandwidth to become data literate. Volument shares Canva’s vision of inclusivity; we want to bridge the knowledge gap between users and experts.
One of our customers, who has a background in data science, confessed to being confused and overwhelmed by Google Analytics (GA). Another data startup founder also shared that because he does not find GA practical or helpful, he built a custom analytics solution from scratch.
If data experts are struggling to make sense of GA, where does that leave the rest of us?
Understanding data has become exclusive to those with the time, energy, and resources to study it. Tina pointed out that if data is the raw material for driving growth, then it shouldn’t slow you down:
“You shouldn’t have to spend hours, days, or even weeks just to get actionable insights that will move the needle. Too often, the power of data rests in the hands of a few rather than being accessible to everyone. Can you imagine how that limits your growth?“
Tina and I agreed that it should be easy to access insights about your website. We don’t need manuals to use an iPhone, so why should we have to enroll in a course to understand and interpret website data?
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