Web Analytics - What Can I Learn? By Eric Werner One way that you could say it is that Web Analytics makes it possible to gain a level of insight about your website, your clients , and your marketing. Another way that you could say it is that Web Analytics makes it possible to gain a level of insight about your website, your clients, and your marketing in a way that has never been possible before in the history of man! Since I pretty regularly have the responsibility of shepherding marketing managers through their first experience with Web Analytics, I have have developed a basic outline of favorite things to learn using analytics. Now every organization is different and a good consulting effort will take into account the unique goals of the organization. Usually however, everyone is looking for the same things. On the web these fall into 3 primary categories. We are looking for insight about the website itself, about the users of the website, and about our marketing efforts. The outline looks something like this: Website Content, Structure, and Design
What areas and components perform best? Which are seldom looked at or seem to turn users off? We changed something - how did they respond?
What are the needs and interests of our clients? What do they best respond to? Is the theory that there are clearly defined segments of people using the website (personas) supported by the data?
What channels got them here in the first place? Which worked? Which didn't?
This insight becomes powerful when you are able to act on it to make important business decisions which affect your organization. There is an amazing amount of data to help you do this. With access to so much data it can be challenging to determine what should be measured and analyzed, what should be reported on and how often, and who should be getting these reports.