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.
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As president of the Americas regions for the digital agency POSSIBLE, Jason is responsible for leading the long-term stability and growth of the region. Jason has 20-plus 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 our clients and employees in driving new engagements and delivering great work that works.
Jason speaks frequently about helping marketers take advantage of data to make smarter business decisions and improve the success of their organizations. He is the co-author of Actionable Web Analytics: Using Data to Make Smart Business Decisions.
Follow him on Twitter @JasonBurby.
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