10 Rules To Starting An Web Analytic Group

Ten rules for starting a
Web Analytic group
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Alankar Tayal is an Analytic evangelist and a thought leader who has been in the online space for the last 14 years. He has extensive experience in building, growing and running web analytics teams that are key strategic partner of the online marketing and web site stakeholders with a simple philosophy “Analytic based strategies and optimization” for all things online.
Email: alan.know@gmail.com
Blog: http://alankartayal.blogspot.com/

Mission
“Support the management of Web sites, enhance the visitor’s online experience & optimize the online marketing program”
Objectives

Provide in-depth reports, analyses & recommendations to improve online user experience
Assist in planning & implementing online marketing initiatives
Provide monthly actions-based dashboard reports

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Rule #1 - Set Mission & Objectives for Web Analytic group
Here is an example

Rule #2 – Web analytic team should be positioned as
A strategic partner in Online space for the site & online marketing program owners
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Rule #3 – Make sure that everyone understands
Reporting = Analysis
(Data Puller) Vs. (Analyst)
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Rule # 4 - People are most critical component of web analytic group
80/20 Rule
(80% spend on People) / (20% spend on Tools)
We all say it – People are the most important part of our organization. This is more true for an Analytic organization than other.
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Rule #5 – Web analytic group should
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Rule #6 – Hire analyst with at least working knowledge of
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Rule # 7: Recommendations provided by the group should be
Based upon best practices, industry knowledge, historical trends, competitor analysis, & current available data.
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Rule #8: In the recommendations answer a simple question
“If my job was on the line and I am told to improve the performance of either the online marketing program or the site quickly, what are the things that I would improve first to get the biggest bang for the buck?”
Deliberately do not take into account constraints of existing technology infrastructure, resources, collateral or other factors.
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Rule #9: Make sure that tracking is working. If you cannot track it, you cannot analyze it.
Promo code specific to each channel
On site Lead generation Thank You page
SEM Conv Tags
ATLAS Conv Tags
LINCS Conv Tags
Database
Search Engines
wt.srch =1
&
LINCS code
Site
On site e-Store Thank You page
SEM Conv Tags
ATLAS Conv Tags
LINCS Conv Tags
Web trend standard Tags
Vendor Tags
Publishers
wt.mc_id =
&
LINCS code
ATLAS
On Landing page Registration Thank You page
SEM Conv Tags
ATLAS Conv Tags
LINCS Conv Tags
On Landing page CTA Thank You page
Call Center
SEM Conv Tags
ATLAS Conv Tags
LINCS Conv Tags

Specific Promo code
Specific Phone #
Regular reporting

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Rule # 10: Never forget that
The key to success for web analytic group is Test, Test, Test and then Test again the recommendations provided
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Alankar Tayal is an Analytic evangelist and a thought leader who has been in the online space for the last 14 years. He has extensive experience in building, growing and running web analytics teams that are key strategic partner of the online marketing and web site stakeholders with a simple philosophy “Analytic based strategies and optimization” for all things online.
Email: alan.know@gmail.com
Blog: http://alankartayal.blogspot.com/