A Web Analytics Intervention, Part 2
Begin your journey to become a truly data-driven organization by following this seven-step plan. Second part of a series.
Begin your journey to become a truly data-driven organization by following this seven-step plan. Second part of a series.
Last month, I received a letter from a Web analytics specialist who encountered multiple roadblocks to leveraging Web analytics and site optimization for a new employer. I reproduced his letter in my last column (with names and company info changed to protect the innocent). Here is my response to him.
Step 1: Admit There’s a Problem
Step 2: Admit the Problem Is Your Own
Step 3: Agree This Is a Corporate Intervention
Step 4: Set Your Goals
Step 5: Anticipate Risks
After the first successful optimization steps, all others come much easier. People start to understand the process.
Problem: Wheels are spinning wheels, but you’re not making progress (you’re just waving that analytics flag you were talking about). It’s very common for Web analytics to slide to the back burner when other pots boil over.
Solution: It’s important to have a dedicated person responsible for Web analytics, whether it’s an internal or external resource. This person can champion data use and provide insight to other team members on how to use the data. (Anonymous, it sounds like you might be this person).
Since ongoing site optimization is a paradigm shift for a lot of organizations, it’s important to have executive support to help get (and keep) the ball rolling.
Step 6: Know You’re On the Right Track
Begin your journey to become a truly data driven organization by building the following steps into your personal action plan. Once the potential ROI (define) of proposed changes has been identified, the information can be charted against industry standards and overall business goals for both the short and long term. The optimization cycle includes setting goals, benchmarking, measuring progress toward your goals, and measuring your changes’ impact.
Step 7: Summarize the Journey
All these steps lead to one goal: establish unity. Each person in your organization must feel connected and responsible for his or her own Web analytics deliverable. You must find out what that is and set goals to accomplish one deliverable for each department.
So tell me, Anonymous, where are you on this road to recovery?
Sincerely,
Shane