The top 22 issues, as identified by conference participants.
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.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
As President of the Americas at POSSIBLE, Jason is responsible for leading the long-term stability and growth of the region. With more than 20 years experience in digital strategy, he is a long-time advocate of using data to inform digital strategies to help clients attract, convert, and retain customers. Jason supports POSSIBLE's clients and employees in driving new engagements and delivering great work that works. He is the co-author of Actionable Web Analytics: Using Data to Make Smart Business Decisions.
Follow him on Twitter @JasonBurby.
Hong Kong, May 5-6, 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
May 6, 2015
12:00pm ET/9:00am PT