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.

July 10, 2008





Manoj has been in the Digital marketing industry for over 10 years with experience at some of Canada's largest companies: WestJet and Shaw Communications. Manoj first started in the search marketing industry with Enquiro Search Solutions, where he spearheaded web analytics, SEO Training and the development of cutting edge search marketing solutions for clients. Manoj is also an entrepreneur in the Mobile and Local Deals space.

Manoj is a Professional Speaker having participated at events such as Web Analytics Congress (Amsterdam), Emetrics, Web Analytics Xchange, WebTrends Engage, Internet Marketing Conference, Social Media Innovation Summit and Search Engine Strategies. He has also contributed to several leading online publications such as: Search Engine Land, Marketing Pilgrim, WebProNews, Search Engine Guide and the Web Analytics Assocation.

He founded and successfully sold Web Analytics World (a top 100 Digital Marketing Blog – http://adage.com/power150) and was voted #39th Most Influential Digital Marketer in North America – 2009 (see: www.Invesp.net)






Comments(2)

Comment on #2 on your list

I think that these responsibilities are slowly being pulled away from junior staff now that there seems to be a shift in focus from how visitors found the site to what they are doing on the site. This role now requires a much wider understanding of the site as a whole and users, which can be provided by experienced senior staff with ease.

I personally am a one-woman team, and I dread analysis, but it is so crucial for any online campaign.

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Search Engine Guide > Manoj Jasra > 5 Big Issues in an Organization's Analytics Process