Webanalytics In 12 Months

Twelve Months to Success

WebAnalyticsDemysti ed
WebAnalyticsDemysti ed www.webanalyticsdemysti ed.com
www.webanalyticsdemysti ed.com

JANUARY: Clarify Ownership of Analytics
•! Too often ownership of web analytics is murky
•! Being successful requires clear, senior ownership
•! Senior owners have budget
•! Senior owners have resources
•! Senior owners have appropriate relationships
•! Senior owners have a clear understanding of the business

•! Business, nance, I.T.? Doesn’t matter!
•! In January make sure someone senior is willing to assume
responsibility for making web analytics a pro t center!


FEBRUARY: Document Business Objectives
•! You cannot e ciently and e ectively measure everything
•! You need a re ning lens through which you can plan, collect, measure, and report
•! In February make sure you’ve clearly de ned your
business objectives


MARCH: Optimize Your Analysis Processes
•! Do you know how “web analytics” gets done at your company?
•! Who is responsible for managing the technology?
•! Who is responsible for generating reports?
•! Who is responsible for providing analysis?
•! Who is responsible for multivariate testing of pages and campaigns?
•! Who is responsible for acting on the data?

•! Simply “hoping” you have a process sometimes doesn’t work
•! In March take the time to document how web analytics is
implemented and used throughout your organization


APRIL: Evaluate Your Data Collection
•! Companies have a tendency to either over-collect or under-collect data
•! “Web 2.0” and “Web 3.0” aggravate this problem
•! Event-based data from AJAX, Flash, and other Rich Internet Applications
•! Data from widgets, social networking campaigns, RSS usage
•! Mobile-speci c sites and mobile content

•! The challenge is determining which data will help you better understand your visitors
and optimize your marketing e orts
•! In April conduct a data source review and combinability reconciliation project to
ensure you have the right data for the job


MAY: Review Your Existing Technology
•! Is your solution powerful enough for your needs?
•! Does it support data integration?
•! Does it support multi-dimensional analysis and complex visitor segmentation?
Does it support dashboards, robust reporting and analysis?
•!
•! Does it take appropriate resources to maintain?
•! Does it come from a strong, stable company?

•! The marketplace is rapidly changing …
•! In May conduct a vendor suitability review to determine the
long-term viability of your current measurement solution


JUNE: Optimize Your Communication Strategy
•! There are many ways to communicate web analytics data
•! Di erent types of people respond to di erent strategies
•! In June review your web analytics communication strategy and look for ways to
optimize your organization’s internal use of web data


JULY: Examine Your Resource Commitment
•! No great surprise, web analytics is hard
•! People make web analytics work in any complex organization
•! Unfortunately, experienced people are pretty hard to nd
•! Indeed.com has 275% more postings for “web analytics” now
than in February 2005
•! Salaries for experienced people re ect this demand
•! Some HR departments are slow to realize this

•! In July get realistic about hiring someone to manage
your web analytics e orts


AUGUST: Evaluate Your Ability to Analyze Data
•! Too many companies confuse “reports” with “analysis”
Both are important, but analysis is more important; analysis drives action
•!
Big secret: most senior executives prefer thoughtful analysis
•!
In August start to produce and use analysis of your visitor’s behavior
•!

+
+ =
Good Data Good Technology Smart People Good Analysis


SEPTEMBER: Determine Your Ability to Test
•! Testing is fundamental to web analytics
•! Can be simple A/B or multivariate, doesn’t really matter
You don’t know, the HiPPO doesn’t know, your customer knows
•!
•! Test your buttons, messages, pages, campaigns, Web 2.0 applications, etc.
•! Testing is the only good way to calculate your ROI from web analytics
In September implement
•!
some type of marketing and
content testing framework


OCTOBER: Extend Your Use of Visitor Segments
•! There is no “average” customer
•! Segmenting your visitors ties the data back to your business objectives
•! Behavioral segments, to understand people who fail to complete critical activities
•! Technographic segments, to understand whether browsers or hardware a ects success
•! Customer segments, to understand whether you’re serving your most valuable audience

•! Segmentation is often arduous but the bene t is well worth the e ort
•! In October put your visitor segmentation
technology to work by segmenting your
key reports, KPIs, and analysis


NOVEMBER: Expand Your Use of Customer Data
•! Quantitative click-stream data alone is not enough
•! Eventually you’ll need robust qualitative inputs
•! The Web Site Optimization Ecosystem has two additional measurement technologies
•! Voice of Customer
•! Customer Experience Management

•! In November evaluate your ability to capture,
integrate, and drill-down into qualitative
data


DECEMBER: Evaluate Your Progress
•! Oddly, few companies regularly review their measurement e orts
•! But web analytics is hard, and a lot can go wrong over a year
•! Priorities change
•! Resources come and go
•! Vendors consolidate and fail
•! New data emerges, old data stales
•! New marketing technology is deployed

•! In December bring everyone analytics touches together
and ask “how is it going?” and “what can we do better?”


Webanalytics In 12 Months

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Mehr von Webanalisten .nl

Mehr von Webanalisten .nl (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Webanalytics In 12 Months