These days practicing web analytics is not new to most businesses. Web analytics has its roots in the early days of the web (the mid 1990’s) and has grown steadily since then. I, on the other hand, am somewhat of a newcomer to analytics, having recently joined a very talented team of consultants here at Unilytics Corporation. Some of the members on my team have been practicing web analytics and data analysis for over 20 years. That knowledge gathering on best practices and analytics strategy is being passed on to me every day! So for those entering the web analytic space or trying to make sense of web traffic data, this post shares with you what I’ve learned travelling that same path. (More…)
Your team feels hopelessly underwater trying to keep up with all of the content changes to your website… people are working long hours on short deadlines… and increased budget is nowhere to be found. Despite this, a senior manager has determined that the “Corporate Responsibility” section of the website deserves a high-priority rewrite requiring content editors, developers, release management, marketing, and several other teams. Is this the wisest use of these scarce resources? Does this decision leverage the highest possible point of impact on visitors? Or is this project being pushed for internal, political reasons? (More…)
As the ‘new guy’ at Unilytics I have the somewhat unique perspective of transferring from in-house web analytics expert (in my previous role) to web analytics consultant. This perspective, combined with anecdotal stories from fellow practitioners, has lead me to the following conclusion:
For web analytics to be really successful, building trust within the organisation is paramount. Without trust from the organisation, any potential value from web analytics is constantly undermined by fear, uncertainty and doubt.
Building trust in web analytics (as a business service) requires three things: accurate data, thoughtful analysis and end-user adoption.