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One of my colleagues from the Web Analytics Industry, Phil Kemelor (semPhonic), is currently attending the jBoye08 Conference in Denmark. Phil also lead a session today at jBoye08 where he discussed current problems he sees in the web analytics process as well some keys to the success of a good web analytics program. Below is a summary of Phil’s session, but you can find the full review here: http://www.cmswire.com/cms/web-content/10-keys-to-success-with-web-analytics-003454.php-
Web analytics must address real business issues
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All web analytics reports must communicate something of value
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To be truly effective, web analysis must be part of an established and accepted organizational process
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One report does not fit all requirements
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Report stakeholders are individuals and how they consume analytics is not solely dependent on job title
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Basic traffic reports may generate more questions than they answer
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Traffic reports that combine trends and causes take more work, but tell a better story
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Money metrics are not only for commerce sites
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Exploratory analysis is an absolute requirement for understanding visitor behavior
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All reporting and analysis requires explanation to be understood
