You already have the power to improve ROI; you just have to know how to use it.
In "The Wizard of Oz," Dorothy and her friends went on a long, frustrating odyssey because they didn't know how to use the powerful "tools" they already had. The same is true for many companies that already possess high-performance analytics tools. At some point, employees may become frustrated because the tools aren't providing the desired results. The reality is they may not know how to use the tool, or the data it produces, to get what they want.
Many companies invest in powerful analytics tools, then only use them to scan top-level metrics. They don't use the gathered information to identify problems, test solutions, and improve site performance.
A Good Carpenter Doesn't Blame His Tools
All too often, the analytics tool is blamed for this lack of success. I hear, "If we only had a better tool we could really get that analytics data we need." In some cases, this may be true. Yet many midsize to large organizations have spent money on a tool that does allow them to get the data needed to improve site performance -- they just aren't using it correctly.
As an analytics advisor, I work with many of the more powerful analytics tools to help companies use Web analytics data better. When we start a new engagement, often our clients believe their current tools are failing them. In most cases, the tools they have really are capable of providing the insight they need to optimize site performance.
This is almost always the case if the company is using one of the higher-end solutions, such as WebTrends 7 Enterprise, Omniture, HBX, or Coremetrics. As the adage goes, a good carpenter doesn't blame his tools. Tools should be viewed not as the answer to analytics, but a means to gather and analyze data.
Work With Tools
Currently, no provider offers a tool that automatically improves site performance right out of the box. It's just not possible. Selecting and configuring the tool is only the start. Once that's done, the real analytics work begins. Unless you commit to doing that work, you can't touch the positive return on investment (ROI) these tools can offer.
Tool vendors don't like to admit this, but at least 95 percent of the data provided by all four products mentioned above is extremely similar. Each has unique offerings that differentiate it a bit. Used correctly, together with a process to analyze the data, any of them can lead to tremendous success.
Where Did We Go Wrong?
The analytics tool you have is most likely not the reason you're unsuccessful with analytics. If it is the case, the reason may be:
Sometimes there are reasons to switch tools, especially if you aren't using a top-tier product. Remember, a new analytics tool won't solve those non-tool related issues that usually lie at the root of a lack of success.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
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.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT