Succeeding with Web Analytics Introduction
Organisations need to:

• Become sophisticated in their web analytics.
• Evolve away from the traditional web analysis and reporting metrics.
• Ensure their web analytics have a positive and measurable ROI.
• Bridge the gap between the volume of data and improve their organization's
performance.
• Align web analytics to the corporate strategy.
• Find the balance between people, customers, processes and governance.
The following slides contain key points and suggestions on how to enhance the
success of your web analytics initiatives.

Key Success Factors In Web Analytics Success
Key success factors to significantly increase the value achieved from your web
analytics initiative are:
• A strong sponsor within the organization ideally at the CXO level.
• Having senior leadership personnel on the committee.
• The committee to comprise of personnel from different parts of the
organization.


What is the Purpose of Your Website
The purpose of your website or websites needs to be defined. This involves
and/or includes:
• Stakeholders need to agree on the purpose of the web site(s).
• Align the purpose of the web site to your organization’s strategy and business
goals.
• Clear communications and agreement between all stakeholders and business
units on the purpose of the website.


Measuring the Performance of your Website
To successfully be able to measure the performance of your website:

• Stakeholders need to agree on the objectives of your web site.
• For each objective you need to identify the metrics and KPIs that are required
to measure the success of your website’s goals.

• The metrics and/or KPIs that are selected need to be accepted and agreed to
by the stakeholder.
• Ensure that the metrics and KPIs agreed to are actionable in nature.

• Do not select too many metrics/KPIs for each goal.
• Be selective on the metrics and KPIs you select to measure the success of
your objectives.

Who are Your Most Important Visitors
• Identify who are your web site’s visitors that deliver the most value to your
organization and the help you achieve your objectives.
• Your most valuable visitors are generally small in number compared to your
total number of visitors.
• Identify the behavior patterns of your high value visitors on your website as
well as across your organization.
• Identifying the behavior patterns of high value visitors will require the
engagement of analytics and insight frameworks and methodologies.

• Once identified, initiate a program of work to improve the website experience
for high value visitors by meeting their wants. This will then have flow on
effects by increasing the number of your high value visitors.

Time for Your Analytics Solution
• You are now ready to look at implementing an Analytics solutions.

• Allows you to formalise your processes and to become effective and efficient.
• Determine your requirements and needs prior to evaluating any solutions.
Consider some of the following when selecting an Analytics solutions:
• Obtains the required data and produces the reports and analysis needed to
analyze your metrics and KPIs?
• Perform a POC on your specific requirements.
• Does the tool offer BI capabilities and the inputting of targets and annotations?
• Does it offer depth of analysis for segmentation and path analysis?
• Quantify and measure the solution’s implementation costs and ROI?
• Is the solution easily adaptable to changing requirements?
• Is the end user experience intuitive in nature?
• Does it integrate with other internal & external data sources?
• What are the ongoing maintenance and support costs?

Achieving a Holistic View and Insights
Need to move away from only web site visitor behavior

If you wish to increase performance and extract true analytics and insights that are
aligned with your corporate strategy, performance objectives, metrics and KPIs.
Then some of the things you need to incorporate with your web analytics are:
• Focus groups with your customers.
• Surveys online and off line.
• End user experience workshops
• Competitor intelligence and analysis.
• Analysis and integration with your CRM.
In summary to achieve insights you need to be able to at least answer the
following:
• What?
• How much?
• Why?
• What Else?

Formalize Your Framework and Processes
• Successful web analytics are based on frameworks and processes and not on
software applications.
• Design, develop and implement a formal governance framework including
associated processes in managing and monitoring your web sites analytics.
• All changes to your website need to be measured against the pre-change and
post change states and compared against the expected future state impact.
• Measure, analyze and review the impact of changes to your web site’s objectives
and their contribution to your corporate strategy.


Many Small Changes Are Best
• Discover what changes allow you to meet your web site’s objectives by making a
small change at a time and measuring the impact.
• Measure and analyze your metrics and KPIs before and after the small change to
your web site.
• Obviously implementing a significant re-write of your web site will not allow you
to identify what portion of your changes have impacted your web site ability in
meeting its objectives.


Resource Your Web Analytics Team
• You need to identify and obtain the services of a skilful and intelligent web
analytics analyst.
• Empower your web analytics analysts.
• Measure the tangible value your analyst(s) deliver in achieving your web site’s
objectives and their ROI.
• A strong analyst will understand and deliver on the:
• Relationship between corporate strategy and the web site’s objectives .
• Need to discover insights in the data,
• Strong stakeholder management skills.
• Marketing principles and the organization’s marketing strategy.
• Analytics technologies.


Create Your Feedback Loop with a Reporting Strategy
• To succeed in taking your web site’s analytics beyond the current standard you
need to formulate and implement a reporting strategy and processes.
• Your reporting strategy & processes will create your feedback loop.
• Achieve successful reporting strategies by:
• Reports are understood by management.
• The contents of your reports are actionable in nature.
• Your report ideally be one page in length.
• Reports contain all KPIs required to achieve your web site’s objects.
• Presentation layer of your report adhere to best practice.
• Facilitate factually based decision making processes.
• The frequency and timing of your reports meet your business needs.


Thank You
Contact us to find out how we can help you achieve your adanced web analytics
objectives that are ahead of your competition.
Do not forget to click on the ‘Follow’ button to ensure you do not miss out on
future presentations.

Website: http://www.insightfocus.com.au
Email:
info@insightfocus.com.au


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