Web Analytics – doing it right is really hard stuff. So why not hire an external web analytics expert to do this for you?
After the decision to use a web analytics tool, the next decision is even harder: Should I hire a web analytics consultant? And if, what should he do and for how long? The answer is yes – you probably should, but only for the time being and only for certain tasks.

Getting started

Remember, why did you need a web analytics tool in the first place? To report and to analyze your data, to get more information and value out of it and to optimize your digital communication.

To get proper and valid data you need a valid implementation which covers your needs. For the implementation of the web analytics tool you should get the help of an implementation consultant. Why? Because you need a specialist who is famillar with the tool, its possibilities and functions. In most cases, you have no one with the knowledge required in your company. The implementation consultants (either from the web analytics vendor themselves or the external consultant) on the other hand have already done the implementation for different companies with different requirements, They know the mistakes one can make and how to avoid them. (Which will save you a lot of time, trouble and money). But be careful, don’t let them do a „standard implementation“, because you will need a customized solution.

The consultant should also be able to speak to the leader board, the marketing and to the IT. In a way, he should act as translator between these departments as the implementation is not an IT or marketing thing alone. They will have to work hand in hand, and that is what the translator is for. An independent consultant will also be able to tell you which tool might be the best for you regarding your requirements.

What's next after implementation – or: Establishing the knowledge in your own company

To be more independent from externals after the implementation – wich will be useful if you handle sensitive data or plan to work with the tool implemented for a longer period of time – you will need to establish the knowledge about the tool and its use in your company. You should make sure you will have at least one employee in your own company who will be responsible for the tool: As he will be close to you and the everyday business of your company, he will be better informed and involved in the company’s goals and upcoming projects than any external could ever be.

This employee will need to be trained by the consultant and should be involved in the different steps of the project. He should also have an analytical and technical background at the same time. Good people with these abilities are hard to find, but with sufficient training by the web analytics consultant it shouldn’t be impossible.

Web analytics consultants still could be helpful afterwards for support or difficult analysis. But the daily business should be done by your internal analyst.

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