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
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Web Reporting vs. Web Analysis

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Getting to understand that reporting on any metric at pure face value within a very limited context is unsound and should not be confused with actionable insight from analysis

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  • Web Reporting vs. Web Analysis

    1.  
    2. Web Reporting vs. Web Analysis Dennis R. Mortensen, COO IndexTools, Inc. [email_address] June 2007
    3. WE Consultants Vendors Practitioners Must understand that..
    4. reporting
    5. 93 ANY On metric at pure face value
    6. within a very limited context is unsound
    7. ..and should not be confused with analysis actionable insight from
    8. ? ..and the difference is Thank you
    9. tools Reporting ...is produced by
    10. people Analysis ...is done by
    11. organisations Processes ...are deployed by * diagram screenshot from webanalyticsdemystified inc.
    12. ? ..and the impact I understand
    13. the right tool the right people with processes + + Data Driven = organisation
    14. - strategic objectives To succeed you set: and - empower your analysts!
    15. ? .. but how do I tell That is all good
    16. Reporting ..does not require action – analysis without action is reporting!
    17. Reporting ..does not relate to benchmarking – analysis within your own data silo resembles reporting!
    18. Reporting ..is not a forward looking activity – analysis is rarely done from a retrospective viewpoint!
    19. Analysis ..and taking action creating insight is all about.. developing KPI’s
    20. Analysis ..do not be fooled by black box reporting analysis is knowing WHY it works better - NOT that a given test won
    21. Processes ..decision making cannot be ad-hoc
    22. Data driven organisation less about clickstream KPI’s more about customer centric KPI’s decisions are depersonalized
    23. ? .. and why should I care Conclusion
    24. Reporting wall ..one day you will hit it, seeing a investment and use disconnect between web analytics
    25. Prepare for ..and move toward the Data Driven Organisation Culture change.
    26. Want to know more? V isual R evenue.com/blog

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