In-House Analytics Team
Web analytics should be the cornerstone of any data driven organization. Unfortunately at many organizations decisions aren’t made based on data but rather on what someone is feeling on that particular day or moment. That will often lead to decisions that negatively impact the organization. So how do you switch your decision making process to one that is based on your actual data? That may not be the easiest question to answer, but there are a couple steps that can move you in the right direction. These include getting senior management buy-in, having at least one in-house web analyst, and having a clear internal strategy for how to collect, analyze, and take action to drive positive data driven decisions.
Getting senior management buy-in is crucial since it will be hard to get anything off the ground if they aren’t supporting the efforts. This is evident in a new report by Econsultancy which revealed that the lack of senior management buy-in is a top frustration with managing and deploying web analytics. Getting their buy in is a critical step and will require you to layout a clear case for why it’s important to have an appropriate web analytics infrastructure and team in place. In order to make a truly convincing case, you will also need to have strong data to support your recommendations. With our Take It In House programs, we can help build the case and help awaken senior management to the benefits of having internal web analysts.
Next on the list is making sure there is a talented web analyst on staff. According to the same Econsultancy report, 46% of companies do not have a single web analyst on staff. That’s likely due in large part to the lack of senior management buy-in. The impact that the lack of buy-in is having on the company is likely not understood at all. What it means is that nearly half of all companies don’t have a real sense of what’s happening on their own site, how their marketing campaigns are really performing, or how their online efforts impact their offline channels. Imagine how much money is being wasted by these companies. Now imagine how much they could be saving if they had internal staff who could analyze and interpret the data and drive optimization decisions based on actual data. My guess is significantly more than the cost of the web analyst(s).
Just hiring a web analyst or team of web analysts isn’t enough. Companies also need to have a clear internal strategy for how data will be collected and analyzed. This needs to be tied to business objectives so that your data driven decisions are helping meet or exceed your company’s goals. This can be an overwhelming task, especially if you don’t have an experienced team. This is where our team of experts can help create a strategic roadmap that will drive success.
Through our Take It In House program we can help setup an internal team and help develop a strategy based on your companies specific business goals. The result will be a holistic web analytics and marketing optimization strategy that will drive business success based on data driven decisions.
