Web analytics has generated a lot more excitement in corporate America over the past 12 to 18 months. More people within organizations are seeing the power that understanding visitor behavior online can mean to their business.
People have been getting excited about Web analytics for a while, but instead of just one or two data-heavy people within an organization getting excited, marketers are now getting on the bandwagon. Directors, VPs, and executive also getting excited. This is great, because these are the people you must have on your side to overcome common issues and who can drive change through the data.
All this enthusiasm, though, might make some people think of analytics as the be all, end all. And that risks missing the point of analytics: improving your business. Analytics is simply a means to an end. It doesn't provide all the answers; just understanding visitor behavior won't make your company perform better online.
If Web analytics focus is misdirected at your organization, keep these points in mind:
Don't lose focus on why you're spending the money on analytics tools, resources, and people. We continually ask ourselves and our clients how this will help us accomplish one of the key goals for our site. If we can't easily answer that question, we need to either revisit our online business goals because we're missing something or reconsider if we should really be spending time and energy on that initiative.
The key is to redirect the growing momentum to the true benefits Web analytics can provide. If you don't convert the excitement while it's hot, the hype will die out and the execs will be on to the next thing. When you see the enthusiasm growing, make sure you help your company see the true opportunities, not just the hype.
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As the Chief Performance Marketing Officer for POSSIBLE, Jason supports the agency's global Marketing Sciences and Media Services programs.
His primary role is to help POSSIBLE teams and clients use data to craft digital strategies that attract, convert, and retain customers - maximizing ongoing ROI across paid, earned, and owned channels. He believes that brands can better serve their customers by understanding audience behavior, and that messaging should be targeted to individual customers through the use of testing, behavioral targeting, and CRM initiatives.
Jason has written extensively about digital analytics, optimization and digital strategy, including an ongoing column at ClickZ.com. He is the co-author of "Actionable Web Analytics: Using Data to Make Smart Business Decisions," which is one of the leading texts in the field of digital analytics. His client roster includes Microsoft, Nike, Nokia, Dell, Ford, Sony, PayPal/eBay, P&G, Alcoa, Expedia, Mazda, Intel, and Motorola, and more. Jason is a frequent speaker at conferences and seminars around the world ranging from the Cannes Lions, Adobe Omniture Summits, eMetrics, SES, ad:tech, BazaarVoice, and many other WPP events.
Follow him on Twitter @JasonBurby.
December 12, 2013
1:00pm ET / 10:00am PT