If your company didn't encounter tightening budgets over the past year, get ready. You surely will.
Most Web teams already work with limited staff and resources, plus they have plenty of projects and potential ideas. Prioritization is always a problem. Think about your Web team: how long will it take to roll out a new idea introduced this week? Can you even get a basic change (other than copy) made within a few weeks? For large organization, new opportunities often go to the end of the list -- which could means it will take months to a launch.
Now think about this issue getting even worse as resources tighten up more. And this will combine with the need for greater accountability, meaning more work justifying the potential impact of initiatives.
All this adds up to more work with fewer resources and much greater accountability. But there's a potential upside to the market challenges: focusing on analytics and site optimization to increasing your Web channel's ROI (define).
If you've been struggling to get people within your organization to really integrate Web analytics and optimization into the daily decision-making process, the economic downturn may be the motivation your company needs. Analytics and site optimization can truly help companies better understand the impact and ROI of the dollars they spend.
The following outlines a few ways to get your organization to enhance its focus on analytics and optimization. I have written about many of these things in past columns but will examine how to position these and build enthusiasm about moving in this direction:
Yes, times are tough. Yes, they may get tougher before they get better. Now is the time to focus on smart spending, prioritization, and ROI. Take a shot at turning lemons into lemonade. As we emerge from these tough economic times, you will have helped improve ROI and set your Web channel up for greater success going forward.
Focusing on the four items above will help greatly improve the success of your Web team and can positively impact your overall business.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
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.
March 19, 2014