Web Reporting vs. Web Analysis Dennis R. Mortensen, COO IndexTools, Inc. [email_address] June 2007

WE Consultants Vendors Practitioners Must understand that..

reporting

93 ANY On metric at pure face value

within a very limited context is unsound

..and should not be confused with analysis actionable insight from

? ..and the difference is Thank you

tools Reporting ...is produced by

people Analysis ...is done by

organisations Processes ...are deployed by * diagram screenshot from webanalyticsdemystified inc.

? ..and the impact I understand

the right tool the right people with processes + + Data Driven = organisation

- strategic objectives To succeed you set: and - empower your analysts!

? .. but how do I tell That is all good

Reporting ..does not require action – analysis without action is reporting!

Reporting ..does not relate to benchmarking – analysis within your own data silo resembles reporting!

Reporting ..is not a forward looking activity – analysis is rarely done from a retrospective viewpoint!

Analysis ..and taking action creating insight is all about.. developing KPI’s

Analysis ..do not be fooled by black box reporting analysis is knowing WHY it works better - NOT that a given test won

Processes ..decision making cannot be ad-hoc

Data driven organisation less about clickstream KPI’s more about customer centric KPI’s decisions are depersonalized

? .. and why should I care Conclusion

Reporting wall ..one day you will hit it, seeing a investment and use disconnect between web analytics

Prepare for ..and move toward the Data Driven Organisation Culture change.

Want to know more? V isual R evenue.com/blog