Keys To Web Analytics Maturity: Structure, Process, Hyperfocus

Take two months to tag the website with JavaScript code (nine months for "high end" tools). Realize you did some things wrong and in nine months the company now has new needs. Go back, roll up your sleeves and spend more time on re-implementation. Log into the tool. Start spewing forth glorious data. Be sad no one in the team cares. Start creating pretty Excel files. Send. Still no one cares. Start publishing prettier PowerPoint files with pretty Excel screenshots. Still No One Cares. Feel frustrated. Tweet that. Feel better. Still no one cares.

Sounds like your life story as a Web Analyst?

Perhaps not all of it. After all you are unique. :) But surely parts of it, and most surely the outcome.

...

We need a different process to help create data driven organizations.

And we need a structured approach to help guide that process.

The answer to those two golden requirements is very simple to grok, yet so few do it.

In this post I want to build on a secret mission I have been on in the last few months on this blog. I've been sharing real world concrete examples of how you can take a very structured approach and follow a very clean process to maximize the chances that you'll be set up for success when it comes to getting your company to use data to make informed smart decisions.

The "secret mission" I am referring to is a recent series of posts that have touched on non-data challenges Web Analytics faces. The mission highlights unappreciated hidden reasons why online marketing is still a faith based initiative. It encourages you to answer only business questions by identifying attributes and giving you specific examples (questions before data!!). It provides you with a framework to identify who should own web analytics in your company.

Read more.