Webanalytics In 12 Months

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How to have a succesful use of webanalytics in your organization. Here's an plan from Januari to December. 1 step every month.

This presentation is a part of the presentation Eric T. Peterson gave in Brussels, Belgium on behalf of OX2 outlining why companies should invest in web analytics.

It has been uploaded for publishing on http://www.webanalisten.nl

It's full original can be found here: http://www.webanalyticsdemystified.com/sample/Web_Analytics_Demystified_-_Why_Web_Analytics.pdf

Published in: Business, Technology
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Webanalytics In 12 Months

  1. 1. Twelve Months to Success WebAnalyticsDemysti ed WebAnalyticsDemysti ed www.webanalyticsdemysti ed.com www.webanalyticsdemysti ed.com
  2. 2. JANUARY: Clarify Ownership of Analytics •! Too often ownership of web analytics is murky •! Being successful requires clear, senior ownership •! Senior owners have budget •! Senior owners have resources •! Senior owners have appropriate relationships •! Senior owners have a clear understanding of the business •! Business, nance, I.T.? Doesn’t matter! •! In January make sure someone senior is willing to assume responsibility for making web analytics a pro t center! WebAnalyticsDemysti ed WebAnalyticsDemysti ed www.webanalyticsdemysti ed.com www.webanalyticsdemysti ed.com
  3. 3. FEBRUARY: Document Business Objectives •! You cannot e ciently and e ectively measure everything •! You need a re ning lens through which you can plan, collect, measure, and report •! In February make sure you’ve clearly de ned your business objectives WebAnalyticsDemysti ed WebAnalyticsDemysti ed www.webanalyticsdemysti ed.com www.webanalyticsdemysti ed.com
  4. 4. MARCH: Optimize Your Analysis Processes •! Do you know how “web analytics” gets done at your company? •! Who is responsible for managing the technology? •! Who is responsible for generating reports? •! Who is responsible for providing analysis? •! Who is responsible for multivariate testing of pages and campaigns? •! Who is responsible for acting on the data? •! Simply “hoping” you have a process sometimes doesn’t work •! In March take the time to document how web analytics is implemented and used throughout your organization WebAnalyticsDemysti ed WebAnalyticsDemysti ed www.webanalyticsdemysti ed.com www.webanalyticsdemysti ed.com
  5. 5. APRIL: Evaluate Your Data Collection •! Companies have a tendency to either over-collect or under-collect data •! “Web 2.0” and “Web 3.0” aggravate this problem •! Event-based data from AJAX, Flash, and other Rich Internet Applications •! Data from widgets, social networking campaigns, RSS usage •! Mobile-speci c sites and mobile content •! The challenge is determining which data will help you better understand your visitors and optimize your marketing e orts •! In April conduct a data source review and combinability reconciliation project to ensure you have the right data for the job WebAnalyticsDemysti ed WebAnalyticsDemysti ed www.webanalyticsdemysti ed.com www.webanalyticsdemysti ed.com
  6. 6. MAY: Review Your Existing Technology •! Is your solution powerful enough for your needs? •! Does it support data integration? •! Does it support multi-dimensional analysis and complex visitor segmentation? Does it support dashboards, robust reporting and analysis? •! •! Does it take appropriate resources to maintain? •! Does it come from a strong, stable company? •! The marketplace is rapidly changing … •! In May conduct a vendor suitability review to determine the long-term viability of your current measurement solution WebAnalyticsDemysti ed WebAnalyticsDemysti ed www.webanalyticsdemysti ed.com www.webanalyticsdemysti ed.com
  7. 7. JUNE: Optimize Your Communication Strategy •! There are many ways to communicate web analytics data •! Di erent types of people respond to di erent strategies •! In June review your web analytics communication strategy and look for ways to optimize your organization’s internal use of web data WebAnalyticsDemysti ed WebAnalyticsDemysti ed www.webanalyticsdemysti ed.com www.webanalyticsdemysti ed.com
  8. 8. JULY: Examine Your Resource Commitment •! No great surprise, web analytics is hard •! People make web analytics work in any complex organization •! Unfortunately, experienced people are pretty hard to nd •! Indeed.com has 275% more postings for “web analytics” now than in February 2005 •! Salaries for experienced people re ect this demand •! Some HR departments are slow to realize this •! In July get realistic about hiring someone to manage your web analytics e orts WebAnalyticsDemysti ed WebAnalyticsDemysti ed www.webanalyticsdemysti ed.com www.webanalyticsdemysti ed.com
  9. 9. AUGUST: Evaluate Your Ability to Analyze Data •! Too many companies confuse “reports” with “analysis” Both are important, but analysis is more important; analysis drives action •! Big secret: most senior executives prefer thoughtful analysis •! In August start to produce and use analysis of your visitor’s behavior •! + + = Good Data Good Technology Smart People Good Analysis WebAnalyticsDemysti ed WebAnalyticsDemysti ed www.webanalyticsdemysti ed.com www.webanalyticsdemysti ed.com
  10. 10. SEPTEMBER: Determine Your Ability to Test •! Testing is fundamental to web analytics •! Can be simple A/B or multivariate, doesn’t really matter You don’t know, the HiPPO doesn’t know, your customer knows •! •! Test your buttons, messages, pages, campaigns, Web 2.0 applications, etc. •! Testing is the only good way to calculate your ROI from web analytics In September implement •! some type of marketing and content testing framework WebAnalyticsDemysti ed WebAnalyticsDemysti ed www.webanalyticsdemysti ed.com www.webanalyticsdemysti ed.com
  11. 11. OCTOBER: Extend Your Use of Visitor Segments •! There is no “average” customer •! Segmenting your visitors ties the data back to your business objectives •! Behavioral segments, to understand people who fail to complete critical activities •! Technographic segments, to understand whether browsers or hardware a ects success •! Customer segments, to understand whether you’re serving your most valuable audience •! Segmentation is often arduous but the bene t is well worth the e ort •! In October put your visitor segmentation technology to work by segmenting your key reports, KPIs, and analysis WebAnalyticsDemysti ed WebAnalyticsDemysti ed www.webanalyticsdemysti ed.com www.webanalyticsdemysti ed.com
  12. 12. NOVEMBER: Expand Your Use of Customer Data •! Quantitative click-stream data alone is not enough •! Eventually you’ll need robust qualitative inputs •! The Web Site Optimization Ecosystem has two additional measurement technologies •! Voice of Customer •! Customer Experience Management •! In November evaluate your ability to capture, integrate, and drill-down into qualitative data WebAnalyticsDemysti ed WebAnalyticsDemysti ed www.webanalyticsdemysti ed.com www.webanalyticsdemysti ed.com
  13. 13. DECEMBER: Evaluate Your Progress •! Oddly, few companies regularly review their measurement e orts •! But web analytics is hard, and a lot can go wrong over a year •! Priorities change •! Resources come and go •! Vendors consolidate and fail •! New data emerges, old data stales •! New marketing technology is deployed •! In December bring everyone analytics touches together and ask “how is it going?” and “what can we do better?” WebAnalyticsDemysti ed WebAnalyticsDemysti ed www.webanalyticsdemysti ed.com www.webanalyticsdemysti ed.com

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