A Strategic Approach to Web Analytics

I came across this Forrester Research report that was quite refreshing. In summary,

“To date, many companies have approached Web measurement from the data up — implementing Web analytics, online surveys, and other data collection mechanisms in hopes of finding that million-dollar insight. But clients tell us this approach isn’t working — and they’re ready to try something new. Speakers at this fall’s eMetrics Summit highlighted what today’s most sophisticated Web analytics firms do differently — rather than focus on technology, data collection, and reporting, they take the time to devise a measurement strategy; treat data as a tool for driving action, not as an end unto itself; and integrate data from across the company into a multichannel view of customer behavior.”

I agree with the analyst here. The technology is merely a tool. You still need a measurement strategy to get the most out of this mountain of data. The data is just the baseline on which to build action steps.

Thought processes like this are what will help take web analytics from the “wow, these numbers are interesting” level to the “wow, I see new revenue generating opportunities” level. Sure, the best and brightest already understand this, but there are millions of others who dont’. When they catch on, the industry will see a new birth.

Click here to learn more about the Forrester study.