According to the Mr. Peterson of Web Analytics Demystified, “Only 8% of companies worldwide are taking a process-oriented approach towards web analytics, but, in my experience, process is the key to both success and achieving positive and recurring return on investment from web analytics technology and staff.”
In April 2007, over 1,000 analytics practitioners, consultants and end-users worldwide took part in Peterson’s survey and some of its findings were…
- 82% of respondents said analytics was poorly understood in their organizations and that most people interacting with web data did not understand what it meant.
- Over half (56%) said web analytics was difficult, despite the majority of respondents having at least two years of experience with these technologies and 23% having more than five years of experience.
- 65% said their organizations were using analytics to make tactical or strategic decisions.
Here are some tips, modified and expounded upon from Peterson’s recommendations on making better use of analytics data:
1. Recognize that analytics is not easy – don’t waste time with internal log file analysis and analytics AND for Pete’s sake… be PATIENT! Give it a few months before you start seeing data that can be used in web site usage growth and to show a positive ROI.
2. Simplify reports – most people inside organizations do not understand web analytics data, so it needs to be put into a format that is customized to your client and their goals.
3. Re-evaluate the depth at which analytics is used, if at all, and work toward the ‘strategic use of web analytics’ to further enhance your marketing dollar.
4. Invest in dedicated resources like outside consultants
Another interesting tid bit from the Web Analytics Demystified survey:
â€œThe web analytics industry is at a turning point in 2007. Vendors are consolidating, vendor offerings are expanding, and the external support network for companies working to leverage web analytics is positively exploding. Companies serious about web analytics are encouraged to re-examine their current investment in this light and respond appropriately.