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 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