My advice is to start simple and to talk small steps from there.  Don’t worry initially about actionable insights, they will come with time.  Instead, just get your company used to looking at web metrics.  Create a one page report containing basic metrics and start sending it out to key internal stakeholders.  Include some comments but again, starting simple, these need only be what has happened that week.

Based on experience, once departments and managers start receiving data, they will start asking questions.  Set yourself a target of answering 1 to 3 of these questions each week, focusing initially on those questions that you can answer (including the answers in the weekly report).

Over time, as experience grows, the questions will get more complicated and the answer will become more useful to the business, they will turn into actionable insights.  The report that is sent out will evolve as well, as people understand which metric they need to see and which are only nice to know.  KPIs will be defined and used to measure the success of the business.  The weekly report will contain recommendations on how the business can improve and this information will be used.

Just keep in mind that this won’t all happen overnight so don’t expect it to.  if you try to do it all at once, it likely won’t work.  Take small steps, educate the people around you and you can make a real difference to any organisation that you work for.

For suggestions on which metrics to start with, try reading Your First Metrics – Part 1 and Your First Metrics – Part 2.