Web analytics strategy

Web analytics strategy quick guide

Web analytics strategy success factors

Installing the tags on a site is only the start for using analytics to make a difference. We believe you need to create a performance management system in the organisation which will help drive results by defining the right:

• People - to manage, interpret and most importantly take actions
• Process  - the process of report and alert distribution is key
• Tools - choosing the right analytics tools and integrating the data
• Measures - information overload is the challenge - finding the right measures to use in dashboards, alerts and for optimization is needed to get the most from analytics

Web analytics strategy definition

The Web Analytics Assocation defines web analytics as:

Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.

You can see this does the job as a “catch-all” definition. We think it could be improved to reference the commercial aims of optimization and reference the measurement of multichannel usage including offline, mobile and social channels - the emphasis still seems on the traditional website.

Tools & Software

• Essential Site Audience Comparison Tools
• How to select marketing reporting tools
• How do I track offline phone sales?
• Looking for a better alternative? Try this service.
• Digital marketing software tools and techniques update

Best websites on Web analytics strategy

• Avinash Kaushik's Occam Razor - A "must-read" showing how organisations can get the most from web analytics
• Web analytics capability models of Stephane Hamel have some of the best resources on creating a web analytics strategy.
• Web Analytics Association - Annual outlook report is useful for looking at reasons behing adoption of web analytics
• Neil Mason's web analytics articles on ClickZ - Neil writes a regular column which is one of the best on the web covering web analytics strategy
• Marketing Experiments (www.marketingexperiments.com) Summarises approaches to testing to improve website marketing effectiveness.

• Web Analytics Demystified (www.webanalyticsdemystified.com). A site to support Eric Petersen’s books with a range of research and whitepapers on web analytics adoption.

Key techniques for Web analytics strategy

These are the related techniques which we recommend as important for managing Web analytics strategy effectively. View these hub pages giving details on best practices, statistics and examples for these techniques:

• Customer feedback
• Defining goals and KPIs
• Performance management
• Vision setting

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