Common Web Analytics Issues

April 24, 2008 Comments (3)

Manoj Jasra

Manoj Jasra

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Having frequently been involved with the web analytics process I have noticed some consistent issues with web analytics both from an agency and in house perspective. I am not talking about data quality or even vendor selection, I am talking about how web analytics strategically fits in within an organization.
 
  • Analytics is not a priority: In many cases web analytics is often an afterthought and is not implemented during a site launch or during a sponsored/email campaign. Web Analytics needs to be given more priority and should be thought of before any marketing campaigns are implemented so that you can actually quantify the amount of dollars you budgeted and spent for the marketing.

  • The right stakeholders are not getting the right data: If the same dashboard is given to every person involved with your online strategy then you're not allowing them to make informed business decisions which affect their part of the overall plan. Customized reporting is an absolute must - show the Marketing Manager leads (SEO vs. PPC), show the online marketing team keyword referrals/ROI by source, show the CEO/CFO sales and revenue numbers, show the IT Team Site Errors/Traffic Spikes and show the usability team barriers within conversion funnels.

  • Too much data and not enough resources: In both the In-House and Agency worlds there becomes a time where analysts are simply bombarded with so many requests that they simply can't keep up. Web Analytics is an extremely important tool used to show the performance of a business and how to best tweak your business's performance, so WHY NOT add some more resources to it.

  • Tough to find good analysts: It is difficult to find analysts who have the technical ability to implement a training solution but also have the marketing savvy to know what recommendations to offer once the data has been collected. However, there are a few good ways to train a new analytics analyst: Get them involved with the SEO/PPC teams so they better understand the business, Give them a mix between reading and scenario based training, give them some work to do which is out of their comfort zone, work with them through an analysis or deliverable, send them to SEMPhonic for some analytics training, and finally see if they're still passionate after all of this.

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Comments (3)

Nice article and good recommendations on web analytics.....

Posted by: WebTrooperz on April 24, 2008

I have been avoiding analytics for years but now I need to KNOW more about my web site traffic.

Posted by: Troy Duncan on April 24, 2008

One problem I have had is with integrating all of my marketing initiatives, and sales data into a single analytics interface. I've come close with Google Analytics, which is by far the best free solution.

Posted by: Alan Bayer on April 24, 2008

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Manoj Jasra has been in the search marketing industry since 2002 with Enquiro Search Solutions, where his technical background in programming and software made him a key member in the development of several proprietary industry tools. Since then, his learning in marketing and business strategies as they relate to online has led him to become a resident expert on Search Marketing/Web Analytics. Manoj also authors the blog, Web Analytics World, which features Manoj’s insight on the Search Marketing and Web Analytics Industry.

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Search Engine Guide > Manoj Jasra > Common Web Analytics Issues

Manoj Jasra is currently the Director of Technology and SEO Expert at Enquiro Search Solutions. He has been in the Search Marketing Industry since 2002, since then, his learning in marketing and business strategies as they relate to online has led him to become an expert in Search Marketing/Web Analytics, providing consultation and implementation strategies for clients. Manoj frequently writes in his blog about the latest in the Web Analytics and SEM Industry.

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