Kemelor Phil Kemelor

Web Analytics: The more things change...

4-Jan-2008

Tags: Web Analytics, , Building Business Case

Thinking back on 2007, I think you'd agree that most of the excitement in web analytics had more to do with company churn, than features that made it easier for you to manage or practice analytics.

In many respects web analytics has changed little in the 10+ years I've been in this field; analytics is still regarded as a relatively "new" endeavor. You're still grappling with the challenge on how to best educate your colleagues and managers about the business value to be gained from understanding web data. And you're trying to keep up with the vendors' new releases that appear really cool, but also seem well ahead of your organization's budget or sophistication in how to use them.

On the plus side, hopefully you've managed to gain some traction with some new content managers and marketers, who really seem to get "web analytics." In fact their successes are starting to make some chronically apathetic folks take notice. You're looking forward to a new year where you can get the word out about the "analytics poster kids," and how they're making improvements to the site, based on analyzing internal search and navigation paths. Maybe even some senior VPs are starting to send you e-mails asking to explain conversion rates, and the results of the multi-variate tests you ran.

Yes, 2008 is looking better already...

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