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Common Web Analytics Pitfalls

// March 23rd, 2007 // Online Marketing

Gary Angel has a great article on the Semphonic blog about the key issues faced in implementing Web Analytics platforms.

Here are my favorites:

5. Thinking Analysis Doesn�t Require Analysts

“…Useful analysis is a time consuming activity (we usually spend 3-6 weeks on an analysis) invariably requiring decisions about how and what data to use, how to interpret the numbers and how to apply the results to meaningful decisions….”

As he says, the thirst for numbers regularly outpaces the analysis needed to deliver reliable, “actionable” business intelligence on which sound decisions are based. Putting a closed-loop between management and the analytics platform is a recipe for disaster, but it happens all the time. Without the analysts doing their thing, it’s not really analytics, now is it?

Another favorite is this one…

6. Not Tying Change to Measurement

“…it�s frankly staggering how many organizations with perfectly good measurement virtually ignore it when deciding what and how to change their site.”

Like security, measurement is an all-or-nothing thing. You can’t use it selectively if you expect to deliver on your web strategy goals with any consistency. You must take the time to ensure your measurement infrastructure is sound, your methodology is verified, and your data is reliable before making changes to your site.

Excellent points!