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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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