Filed under: Analytics, Data, Multivariate Testing, Optimisation, Web Analytics | Tags: Analytics, Data, Optimisation, Web Analysts
Do you have an internal web analyst at your company? Are they integrated with your agency? Didn’t think so.
Quite simply, unless web analysts are integrated with your agency’s data, analytics and optimisation team – they will add limited to no value to your company.
As industry guru, Avinash Kaushik puts it… “If there is a “killer app” for getting context to your web analytics data it is tribal knowledge. Information about initiatives, marketing programs, website updates, changes, management re-org’s , server outages, ppc, direct marketing and on and on and on: Things that have a impact on your website.”
Web Analytics, and in turn Analysts, sit in a silo. This means that very often they have no idea about all the things that people are doing the site or to their acquisition strategies. So they look at all these numbers and metrics and trends and then like Tarot Card readers guess what the numbers mean!! A futile exercise.
There are lots of moving parts to a website and a lot of people involved in the holy exercise of creating something of value for your customers. It is a complex dance with many moving parts. . . .
The best way to get context is to seek out all the players and / or staying plugged into the various different processes to tease out vital context for your numbers.
“Ahhhh so you send out a big email blast five days ago!”
“You were running a multivariate test? Why did you not tell me in advance?”
“The shopping cart was down for nine hours! That explains so much, thank you. Kiss“
“We’ve adopted a new media mix model?”
“None of our last 6,000 campaigns were tagged! Pulling hair out!!!“
So on and so forth.
It’s time to step up to the plate and ensure your web analyst are working together with your agency to deliver you ultimate sales, revenue and profits!!