Aussie Web Analyst

The purpose behind web analytics is to use the data to make informed business decisions.  However there is so much data, it can be difficult to know how the web analyst should choose where to focus their time and energy when first starting to look at the data.  Options include online marketing, site navigation, the checkout process, a key application form or the homepage.

An easy way to narrow down the range of options is to focus first on elements that can actually be influenced.  There is no point making recommendations if they are just going to be ignored.  So if you know that the main navigation is not going to be reviewed for the next six months but that management will consider adjusting the buttons on the homepage, look first at the homepage.  If the team in charge of display advertising is dismissive of web analytics data, spend your time helping the ppc team.

There is no purpose in developing a plan or set of recommendations that are just going to sit on the shelf, a web analyst’s time is just too valuable.  Use that time instead to make recommendations that can be implemented and that will lead to improvements for the business.  When the situation changes, maybe due to different people in teams, additional budget allocation for site development or just recognition of the skills and values added by the web analyst, then time can be spent focusing on those elements that initially had to be put to one side.

That is not to say totally ignore anything that you cannot influence, just that there is only so much time in the day and that this time should be used wisely.  All recommendations that are put forward should come with a sound business case and strong logic, but there are times when this is just not going to be good enough.  So when deciding what to work on, don’t choose on the basis on where the business could benefit the most, choose where the business will benefit the most.

Tags: Web Analytics