Reporting involves presenting metrics at face value within a limited context, which does not provide actionable insight. Analysis requires understanding why results occurred in order to inform decisions. To succeed, organizations must set strategic objectives and empower analysts, using the right tools, people, and processes to become truly data driven. Moving from only reporting to a data-driven culture of analysis and action can help organizations get more value from their data investments.

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