Twitter Founder Talks about Analytics, Commerce

"You have to instrument everything," says Jack Dorsey, Twitter founder, and now CEO of Square. "For the first two years of Twitter's life, we were flying blind."

"We had no idea what was going on with the network," says Dorsey. "We had no idea what was going on with the system, with how people were using it. We were making guesses."

At Square, analytics is everything, given Dorsey's view that a next great wave of innovation will aim to affect the 94 percent of all consumer shopping activity that remains offline.