5 Big Issues in an Organization's Analytics Process

5 Big Issues in an Organization’s Analytics Process

Posted by: Date: July 10, 2008

by Manoj Jasra

In organizations where priorities are constantly changing and everyone has a very tight deadline, there are many issues surrounding web analytics that can arise. I will mention some of these issues in a moment but the key to web analytics in a corporate culture is evangelizing it. Getting as many key stake holders trained on its usefulness and getting them to understand the importance of web analytics has become a necessity in order for web analytics to receive any type of priority. As an analyst, the more people you can get on your side the more you can push things like testing, deep dives, best practices and the importance of tagging.

But, without further ado, here are some major pains for web analytics in a corporate culture:

Web Analytics is the last thing on people’s minds. A massive email campaign is about to be released and right after the send button is pushed, someone asks how each link in the campaign will be tracked.
Web Analytics is a part time role for a Jr. team member. You think you have all of your bases covered because the new guy, who has 6 months of marketing experience attended a Google Analytics webinar last week.
Lack of understanding of what metrics are important to your business: If people on your team are more concerned with rankings and impressions than conversions and ROI, then you’ve got issues.
Who needs an analyst when you’ve got a $100,000 product: A product with all the bells and whistles is fantastic but without someone who knows how to implement it and pull the right data, it can become useless very quick.
More Excitement then Execution: Everyone is pumped about web analytics and can’t wait to see the results but one of two things happens: The excitement shortly dies down OR you have no ownership for the excitement so that strategies get built around it.

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