This week, a checklist for how to successfully create a culture of analysis within your organization and avoid the seven most common Web analytics pitfalls. Note: There's no glory in getting six out of seven on this list. Though anyone whose been marketing online over the last decade will undoubtedly identify with several of these issues.
Pitfall: Goals and Metrics Aren't Clearly Defined
Pitfall: There's Lack of Analysis Standards Across the Organization
Pitfall: Data Are Inaccurate and Staff Doesn't Trust It
Pitfall: Staff Is Overwhelmed With Too Many Reports
Pitfall: You're Uncertain of Site Changes' Financial Impact
Pitfall: You Have Trouble Analyzing the Data to Draw Valuable Insights
Pitfall: You're Unsure How to Take Action on the Data
E-mail me to let me know if you have faced or are currently facing any of these common pitfalls within your organization and how you solved them. I'm always interested in your feedback. At minimum, send me your score (number of pitfalls you've experienced), and I'll tally them and report on how ClickZ readers did with this list.
Shane is off this week. Today's column ran earlier on ClickZ.
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In 1998, Shane co-founded ZAAZ to advocate a different approach to Web services — one that respects and delivers on the power of the individual and the promise of Web technologies. As CEO, Shane leads the company's long-term strategic vision of working with leading financial service organizations, consumer brands, startups, non-profits, and community-based organizations, helping each realize the potential of the Internet and its meaningful impact on their business.
December 12, 2013
1:00pm ET / 10:00am PT