Posted by KeithMacDonald
November 8, 2011
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.
Posted by Peder Enhorning
March 15, 2010
Web analytics should begin with a plan. Unfortunately, most don’t. And the plan should start by answering the most basic of questions; why do we have a web site? All web sites can be categorized as having one of two objectives; either to make money or to save money. Sites which make money are not […]
Posted by Nad Balata
December 7, 2009
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.
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