With organizations becoming increasingly sophisticated with their web analytics initiatives so should management and owners of web analytics. For many companies the question that arises is who is responsible for the web site and analytics. Spurring this introspection is the fact that market research currently shows that Marketing owns web analytics 46% of the time, while traditionally IT owns responsibility of implementing tagging required to populate report data.
Have you ever run into any of the following issues in your web analytics implementation:
- “Where is my data?” or “How is that calculated?”
- Difficulty obtaining budget approvals due to lack of ROI calculations
- “Trial and error” changes. For example, putting in changes, finding out they’re wrong, and then having to back them out
- Analytics stalls because business and technology don’t know how to communicate their needs
Naturally, there can be a bottleneck when Marketing makes requests for reports or additional functionality especially when only one person manages web analytics. Moreover, there needs to be a discussion on the four pillars of governance: accountability, accessibility, community and uniformity. These pillars address topics such as covering reporting responsibility, ensuring data is accurate, available and standardized, etc.
This is what we call Web Analytics Governance and it is gaining some steam and rightly so. Governance is:
- The management of people, technology, and processes toward a common goal.
- The process of installing, configuring, managing, and utilizing the web analytics platform.
- Encompasses the way in which the business consumes and actions the web analytics data.
- Includes the feedback loop from the business back to the web analytics platform for enhancements or changes.
By establishing a strong governance model companies can eliminate inefficiencies, overlapping of roles, and establish key roles for a successful analytics deployment.
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