Web Analytics Strategy – Part 2
Got a Web Analytics Strategy? Get Ready for Some Numbers!
This is a follow up piece to “Web Analytics Strategy – Part 1: Making the Most of your Web Analytics“
I was recently discussing a campaign with a client. We were going through the campaign strategy and what was working and where improvements could be made and listing off all the next steps that we would take. The conversation itself was a hour long just to talk through results. After the meeting, he had to run off to another meeting for a different project. Then he had another meeting after that. In any given day, his day is 80% full of meetings! When does he ever have time to think?!
Most business decision makers are involved in a lot of decisions. The decision process takes time and understanding. Very few have as much time as they’d like to sit down and really dig through campaign response metrics. Practically none of the marketers I know have the time to do the deep work that is required to thoroughly analyze under-performing programs.
Web Analytics Best Practices – Properly Analyze Your Results
Once the goals have been decided and everyone is ready to get started, the next step in having a successful analytics strategy is to figure out who is going to review and analyze the numbers.
- Put a schedule in place. Reporting schedules that align with how long it takes to implement a change work well. For instance, if it takes two weeks to get all stakeholders on board with a landing page change, then schedule your reporting time every 2 weeks. Reporting normally leads to action items. If those action items start stacking up on top of one another, it can make deciphering what was effective and what wasn’t more difficult.
- Make time to think about the results. Scrambling to look up conversions five minutes before a review meeting is not ideal. Block out time on your schedule the day before. Give enough time to not only pull the numbers, but also to think about the numbers.
- Review results with others. Having more than one set of eyes looking over the information is a good idea, especially if things are changing.
Analyzing marketing results takes time, more time than most people anticipate. Creating a regular schedule and setting aside time specifically for reviewing & analyzing results will help you manage that time better. If possible, get a marketing analyst to help you with this. You’ll have more time to think through the results and make more thoughtful plans.
In conjunction with our recently expanded Web analytics services, we’re putting together this series of posts with our Web analytics expert to shed some light on Web analytics best practices and how your organization can leverage analytics to improve business. Amplify Interactive is now providing full service Web Analytics strategy, implementation, support and reporting services across multiple platforms. Contact us if you’d like to discuss taking a more comprehensive, pro-active, and substantive approach to Web Analytics.