Last week, I attended the eMetrics Summit in Santa Barbara, CA. I spoke and helped facilitate a number of round tables. For readers on the other side of the pond, the summit's European version takes place this week in London.
In one session, all conference participants were divided into discussion groups and asked to identify the top 10 Web analytics problems for the group. After an hour, each table nominated a representative to share their items.
The following is a master list that outlines the 22 issue themes that came up:
Participating in this event got me thinking again about the common challenges people face, so I created a prioritized list of the top issues we see when we begin working with new clients.
Top issues that prevent organizations from getting the most value from their analytics tools are:
I asked conference organizer Jim Sterne about the biggest difference he's seen in questions and hot topics from last year to this one. His reply:People are not as focused on why this is important as they are on how to be successful with analytics. The buy-in to Web analytics is so much more assumed this year. In years past, people's questions and issues were more technically oriented. Now, people are more interested in how to make it an integrated part of their business and really use the data to improve the way their site is performing.
It will be interesting to see if these same issues are also the topics on the top of the minds of European attendees. I'm attending the London event and will write a follow-up column on the differences between North American and European participants' concerns.
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As the Chief Performance Marketing Officer for POSSIBLE, Jason supports the agency's global Marketing Sciences and Media Services programs.
His primary role is to help POSSIBLE teams and clients use data to craft digital strategies that attract, convert, and retain customers - maximizing ongoing ROI across paid, earned, and owned channels. He believes that brands can better serve their customers by understanding audience behavior, and that messaging should be targeted to individual customers through the use of testing, behavioral targeting, and CRM initiatives.
Jason has written extensively about digital analytics, optimization and digital strategy, including an ongoing column at ClickZ.com. He is the co-author of "Actionable Web Analytics: Using Data to Make Smart Business Decisions," which is one of the leading texts in the field of digital analytics. His client roster includes Microsoft, Nike, Nokia, Dell, Ford, Sony, PayPal/eBay, P&G, Alcoa, Expedia, Mazda, Intel, and Motorola, and more. Jason is a frequent speaker at conferences and seminars around the world ranging from the Cannes Lions, Adobe Omniture Summits, eMetrics, SES, ad:tech, BazaarVoice, and many other WPP events.
Follow him on Twitter @JasonBurby.
December 5, 2013
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