Why Web Analytics?


The first question I usually get is, “What is web analytics?” The simple definition is that web analytics is the use of online measurement tools to help companies better understand visitor behavior and improve customer interaction, which can be very different based on who I’m speaking with.  Some of the more popular tools are Omniture, Google Analytics and Mint.  And this is just scratching the surface.  There are far more tools that help measure very specific things such as RSS usage, copy/paste behavior and social behavior.

Once you understand what web analytics is, realizing the value quickly follows. Just because your boss will eventually ask you, “Why should we spend any more resources on this website?”, is not the best reason for pursuing the practice of web analytics in your organization.  But knowing that you have a solid way to base your website improvement on and more importantly, discover root causes for not achieving website goals before it’s too late, is truly the value of web analytics.

Now let’s talk about why web analytics is valuable to you.  Answer the following questions:

  • Do you have a website?
  • Have you spent a lot of resources developing your website?
  • Do you continue to spend a lot of resources on your website?
  • Do you know the value that your website provides to your business?

If that last question stumped you, don’t be surprised.  It’s amazing how many businesses are highly engaged online, yet lack a basic understand of how much value their activity is even providing to their overall business.

Determining a plan of action can be daunting and speaking to an experience Web Analyst is definitely advised.  For information on the process that clients have come to appreciate Thrivalytics for, read about my Web Analytics Process.

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