Web Analytics – Understanding and Accountability

• Web Analytics
• June 11, 2007

Following my post the other day I’ve just come across another article from Fred Aun about a Web Analytics Association research papers that has been released.  I have not read the full report (mainly because I’m writing this from Greece and I’m supposed to be on holiday relaxing – have a cold beer in my hand so that isn’t too bad. )

Anyway – Fred’s article is here……..

Eric Peterson is quoted here saying:

“I absolutely believe that so many people say Web analytics is poorly understood at their companies because there are so few companies that take a process-oriented approach to it,” said Peterson. This tendency to handle Web analytics in an “ad-hoc” and unstructured manner causes all sorts of problems, from wasted money to unhappy employees, he contends.”

I totally agree with this statement.  Senior managers are becoming more and more aware of the importance of having a web presence and that a none or bad presence can cause serious brand damage.  Investing in a well thought out (including measurement and usability) ecommerce strategy should be on the mind of any business executive wishing to get ahead in business.

However, what does tend to happen is that they “fit” the measurement process into existing reports rather than having specific reports created for the e-channel.  Now I fully appreciate that executive get enough stuff to read and that a new report would get put to the bottom of their priority list (mainly because they may need some education in how to read and interpret the results/analysis).

However, if an organisation is wishing to benefit from the cost savings and the expanding their market to a global basis – in short, give their business to earn a lot more money… then managers will need to be educated on this sooner rather than later.

… going to put a plug in here for Eric’s “Big Book of KPIs“  – Eric if you’re reading this you can buy me a beer.  This is a giant step forward in how to measure websites effectively.  From a financial services stand-point – give me a call and I’ll help…

Business Objectives Web Analytics