People keep asking me to stand still to take pictures of my back – anyone knows why?
Note: Eric Peterson is giving his new approach in this GROUNDBREAKING presentation - and your reading here, first, at WebMetricsGuru.com
It’s OK to come to Emetrics to come here not …
I have been thinking about Web Analytics for a long time.
It’s not enough to buy technology – you have to get into it.
Worked at Web Trends in 1998 –people were calling in constantly – Log Analyzer
In 2001 – shift to page tagging
In 2003 people started to figure out what else we could do with page tagging technology and hiring Web Analysts
In 2005 started doing
In 2007 what are the smart companies going to do?
Stage 0 – 2 (where most people are at) – investment chasm
Stage 2-4 (more mature)
Eric’s conception
Stage 0 = nobody owns web analytics
Stage 1 = IT Owns Web Analytics
Stage 2 =
Stage 3 = Marketing owns Web Analytics (when Marketing initially gets hands on Web Analytics – and when they don’t get the right answers – they stop asking questions.
Stage 4= Avinash Kaushik – bring Web Analytics to your organization – make sure people stay focused.
Stage 5 = Web Analytics become strategic – we see some of the bright people in the industry making decisions and this is where you people here in this room …should be.
You should be at the point where you know what to do with the data and use it effectively. In 2007 companies are going to know what to do with the data. We will start to look internally and start doing better. The result will be a gradual shift from an ad-hoc process to a business process.
Business Process in Web Analytics – WikiPedia – a recipe for achieving a commercial result; business process can become a cookbook – the relationship between business goals and organizational success.
Ad Hoc reports – using the KPI data is a step in the right direction – and the staffing is coming up – what’s not there is the methodology. The appropriate methods have not been found yet.
How do Web Analytics? The Web Analytics Business Process
How will it be structured? How will Web Analytics be integrated into your business processes.
Use controlled experimentation –
- Use diagrams – must diagram the entire process. If you don’t do this – you will miss something. Who has a paper checklist for checklist for everything that gets done on a page. Everyone thinks someone else will take care of it.
Make sure you know the owner of each page your tracking and show them the metrics for that page.
Getting Started
- Get Process Modeling software (Visio, SmartDraw or Business Process Visual ARCHITECT from Visual Paradigm)
- Diagram you existing processes and for extra credit diagram the existing management process.
- Insert measurement steps as appropriate - get baseline data on a each page so you know how well it is doing and goal.
- Don't be sloppy - and your going to really do it - you have to go all the way with it and diagram everything - everything (this is going hard work).
- You need to hire great people [AND PAY THEM WELL] - smart technology - you can't do it on the free -and you still need to hire people to manage this process - there's no way around that.
It's the lack of clear methodology that holds companies back. I don't think it's the job of vendors to come up with a company methodology - but the vendors can help you with your methodology.
I do believe that if you bring good process diagrams to your web metrics vendor
http://www.webanalyticsdemystified.com/weblog
Questions:
1.How do you keep the process diagramming becoming shelf ware? What stops it from becoming a big book that no one looks at?
A: Print them out and post them in a common area - but if you become so good at this that it becomes shelf ware - then let it be shelf ware. (my note: You will have internalized this discipline and perhaps at that point - you don't need to formally do it - if your that good at it -that is)
2. Personal Hiring - what's your take in having companies hire people to do this stuff?
A. Sometimes the IT Process, will not allow you to make the changes but if you have the diagram you can show the diagram to your IT Management and discuss the problem right here! (Eric Slammed the book on the table for dramatic effect)
If the IT management won't respond ... call me and I'll help you get a new job.
3. Aren't we expect a lot of the Web Analyst now? Is that not beyond what we're hired to do and allowed to do?
A. The annual salary for a Web Analyst is 89K-100K per year - and I don't think it's too much to ask for the Web Analyst.
4. There's a divide between web analytics and IT - can you address this divide?
A. There will always be conflict - why ...when we spend all this money do we end up seeing the disconnect.
If you have ever run projects especially W/A projects which tend to be P.I.T.A. Some of his steps are just plain out of order. Can't #2 until you allocate someone to define them. Can't do #5 until you can do #2.
Posted by: business | October 18, 2007 11:10 AM | Permalink to Comment