Integration is key, but so is changing the way the team looks at improving your site and Web business.
In part one of this column, we focused on the changing landscape of how companies structure and place their Web teams. More specifically, we discussed the importance and benefits of integrating your Web analytics and site optimization teams into the rest of your business. Some of the important elements of integrating these groups are:
Now let's focus on some of the risks when integration goes too far and you start to lose the power and value of site optimization and Web analytics. These should not be seen as reasons to avoid integration, but rather things to watch out for to ensure long-term success.
Three common problems that can occur with greater integration of these groups into the rest of the business are:
Now that we've covered the importance of integration and the risks when integration goes too deep, what's the answer? What does medium or partial integration look like? How do you take advantage of the benefits while not sinking yourself with the risks?
The answer doesn't necessarily rely on how you integrate but rather on the cultural shift that needs to occur as part of the focus on measurement against goals and ongoing optimization. This means changing the way the organization looks at launching new site content or designs and the goal to constantly improve based not on what seems the easiest or safest but on what has the greatest potential impact to the business.
This often means gaining executive support to help push the new focus through to the remainder of the organization and Web team. You need upper management help you force ongoing improvement and testing and change the attitudes so people aren't afraid to fail.
Integration is key, but so is changing the culture and the way the team looks at improving the site and Web business. Push for integration and find that executive sponsor that can help you shift the thinking.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
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.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT