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Enter your keywords: HomeCustomer intelligenceCustomer experienceMarketingSocial CRMTechnology Any AnswersSuppliersDiscussion groupsDocument libraryBlogsVideo PlayerSite rules FAQsRSS var server = 'ads.sift.co.uk/'; if(window.location.pathname=='/') { var sitepage = window.location.hostname + '/index.html'; } else { var sitepage = window.location.hostname + window.location.pathname; } OAS_query = '?drupal_query=.node.162403.&drupal_taxonomy=.analytics..Customer intelligence..web analytics.&drupal_type=&user='; var position = "x33"; var RNS = Math.floor(Math.random()*1000000000); var oas='http://' + server + '/RealMedia/ads/'; var oaspage= sitepage + '/1' + RNS + '@' + position; var adholder = ' Why web analytics goes wrong – and what to do about it Posted by Neil Davey in Customer intelligence on Tue, 19/02/2013 - 17:13 Also in this series:The ultimate survival guide for the wild world of web analyticsMake measurements meaningful: How to create an actionable web analytics strategyRevealed: The secret to selecting the right web analytics solutionStaff, structures and budgets: How to build your web analytics team Tweet 
Experts detail the most common web analytics mistakes - and share some valuable tips.
The analytics market is set for staggering growth in the coming years, with IDC forecasting that attention on Big Data will drive 14.1% year-on-year expansion of worldwide revenues until the sector hits $50.7 billion in 2016. Sadly, of course, not all of this spend will see the appropriate return. Analytics remains a complex field, and with expertise in such high demand – and at such high cost – mistakes are common. So what are the most common pitfalls of a web analytics project? And how can organisations ensure that they give themselves the best chance of success? MyCustomer.com spoke with a handful of experts, who nominated the most common web analytics mistakes that are made, and shared some of their most valuable tips. Mistake #1: Focusing on the wrong metrics “When developing web analytics strategies, businesses tend to focus on measuring what users do (how many pages they view, whether they convert or bounce, how long they stayed on the site...) rather than putting together a set of metrics that will help them to understand why users do what they do,” says Axelle Ros, conversion analytics consultant at search, conversion & social media agency, DBD Media. “For example, do long sessions convert better than short sessions? Do these visitors come back? Every website’s main goal after getting users to convert is to get them to come back and convert again. This is why it is so important to understand what made them stay and buy on your site in the first place.” Mistake #2: Expecting to get all the answers with one tool “I grew up in the traditional business intelligence world, and in that world we were always constantly on a quest for the single source of the truth - one tool that could master and do everything for the business. That paradigm doesn’t work on the web,” says Avinash Kaushik, Google’s Analytics evangelist and author of best-selling books, Web Analytics: An Hour a Day and Web Analytics 2.0. “It is futile to think that you can get all the answers from one tool on the web, that's just not how the world works because we live in an insanely complex world. The framework that I had outlined in Web Analytics 2.0 said that as you become more mature you need to think of five different sources of data in order to make comprehensive decisions: clickstream, outcomes, experimentation, worth of customer and competitive intelligence. These five sources of data answer four of the very important questions about your business - the what, how much, the why and the what else. Any company that is going to just pick one tool to measure success is not going to have spectacular success because they won't be able to answer all these four questions.” Mistake #3: Expecting insights to be obvious “The biggest mistake is assuming that by just implementing analytics, the insights will come. They won’t,” suggests Alex Loveless, head of data services and insight at global marketing and technology agency, LBi. “Valuable insight takes effort, attention to detail and a sense of intuition. Analytics is like detective work – peeling back the layers of evidence to get to the fruit of the truth. Invest in a good analyst – someone with a sharp mind and an intensely curious nature – and give them valuable and interesting problems to solve.” Mistake #4: Committing a lack of resources "Although web analytics is now considered a hot area it’s predominately the online retailers and travel brands that ensure the required resource is available for analytics needs, whether than be through an agency or in-house,” says Carl Fernandes, iProspect's head of analytics and conversion optimisation. “From an agency perspective it can be difficult to sell analytics solutions to clients (in anything more than a web analytics setup capacity) as there is no ‘instant ROI’ from data analysis; action has to be taken based on the analysis. Most industries are cut-throat and businesses are focused on delivering ROI immediately – this generally means exploring new digital media channels where instant sales can be delivered, as opposed to investing heavily in optimising existing channels. “I have worked with businesses over a 3-4 month engagement that have cut analytics budget as no tangible gain in ROI was observed over that period – this ‘dipping your toe in the water’ approach will never yield significant performance improvements. In the era of Big Data, clients need to jump in and understand that web analytics is a long-term investment that will definitely result in incremental gains over time. In this scenario I like to use the analogy of drug companies investing in research to discover a cure for a certain ailment. Do they give up if a pill hasn’t been created in three months? Of course not. It might take time to create a cure but when it’s been discovered the sales potential can be huge.” Tips to take on board “Don’t be seduced by the latest measurement tool or buzzword. For most of us a good solid implementation of Google Analytics will do the job.” Ben Gott, head of analytics at Periscopix. “Invest long-term. Do not stop investing if results aren’t delivered quickly – it can take time to maximise the benefits of a web analytics strategy.” Carl Fernandes.“Involve all the key stakeholders in the business in determining the performance metrics that you need to understand. What is important to your Board, to your sales team, to your customer service people and to your marketing department. Get active input and then determine how you will use this to inform your web analytics set up – you may find that you need a custom installation with custom filters or segments.” Axelle Ros. “Focus on people over technology. I am an advocate of the 90/10 rule coined by Avinash Kaushik – invest 90% of your budget in people vs. 10% in technology.” Carl Fernandes.“Test! There are so many free/cheap tools out there which allow you to test two or more variations of a page against each other in real time. There is no excuse for making decisions about your site based on what you ‘think’ is the right thing to do. Generate ideas and test them out. Let the data do the talking.” Ben Gott.“Link web analytics with media. Web analytics should be connected with media activity as early as possible.” Carl Fernandes.“Make sure you resource the project properly – either internally or through an external expert. The fact that Google Analytics is provided free of charge leads many organisations to undervalue it, or to under resource the set-up.” Axelle Ros.“Focus on optimisation. Leverage tools such as Optimizely, Adobe Test & Target and Visual Website Optimizer to rapidly make changes to your website based on web analytics learnings.” Carl Fernandes.“Spend as little time as possible generating reports. Save your time for making improvements to your website and campaigns.” Ben Gott.“Innovate always. Keep an eye out for new technologies that can supplement your web analytics strategies.” Carl Fernandes“Don’t take the figures on face value. Your customers live in a complex digital environment in the real world. Their interactions with your brand and web and mobile properties are rarely simple, one-off events. To gain real insight you need to dig deeper than your basic usage metrics, to try and understand what is motivating your customers. For example, are you gauging the success of your marketing campaign on the last clicked on campaign? Are you sure your display ads didn’t play a part in this too? Are you sure that customers are bailing out of your checkout because they want to shop around, or is there a more complex reason? Dig deep, dig often, and never accept an answer because it’s convenient.” Alex Loveless.“Blend quantity with quality. Focus on numbers – but leverage surveys, user testing and focus groups to obtain a holistic understanding of what can be optimised.” Carl Fernandes. login or register to post commentsAdd to a social bookmarking siteTags: All tags: analytics web analytics Login or register to tag items$("#edit-tags-wrapper").hide(); Create your free accountAccess all articles in fullView multimediaReceive email bulletinsPrivate messagingRegister nowLogin Username: * Password: * Forgotten your password? Related articles Why web analytics goes wrong – and what to do about itWhy it's time to forget the single customer viewUK consumers record highest engagement levels in EuropeIt's your life. Isn't it your data?How to use text analytics to completely measure the customer experienceWhy IBM's Watson could be a CRM gamechangerMyCustomer.com to tackle CRM at TFM&A keynote sessionPoor customer insight brings competitive myopia for insurance firmsStaff, structures and budgets: How to build your web analytics teamMobile, social and Big Data to drive actionable analytics in 2013
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