In order to truly get the most value out of web analytics, it's important to have a holistic approach to implementation.
Web analytics is nothing new to digital marketers. In fact, most brands and agencies have been doing web analytics for years. If you're one of those marketers, then ask yourself honestly the following questions:
- Do you know the purpose of looking at certain metrics?
- Do any of your web analytics reports tie to your business objectives?
- Do you have any insights after reading your Google Analytics or Omniture report?
- Do you know what actions to take after you read your reports?
The author’s guess is you answered no to more than one of these questions. That's because most companies treat web analytics as a reporting tool, while it's really an approach to accountable and data-driven digital marketing. A complete web analytics implementation should fundamentally change the way digital marketing is done in your organization.
According to the Web Analytics Maturity Model by Stephane Hamel, a clear direction is needed in all the following areas for web analytics to be successful:
- Team and Expertise
- Process and Methodology
- Tools and Technology