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Why Isn't Your Web Analytics Tool Working?

In presentations at conferences, I always ask how many people use Web analytics tools. A vast majority of attendees raise their hands. But in follow up with individuals, conversations often go like this:
In presentations at conferences, I always ask how many people use Web analytics tools. A vast majority of attendees raise their hands. But in follow up with individuals, conversations often go like this:

Me: Are you getting real business value from your analytics solution?

Frustrated Web manager: No, the tool doesn't work. We're thinking of getting something else.Me: Hmmm… Are you sure the tool doesn't work? Perhaps your staff doesn't quite know how to use it. Reflective Web manager: Well, that may be. Our IT department doesn't like to support the tool, and the person who was our "guru" left, and we haven't had anyone trained, and we haven't seen any data…

Before spending another six figures on your Web analytic solution, it may be wise to audit your implementation and determine if there is enough support and training for the right resources to maximize value. Do you have a process in place to collect, report, analyze, and present data in a way that makes it actionable? Does any of this resonate?

I would love to hear your experience. Contact me directly at [email protected].

Phil Kemelor is founder of PKWeb Communications, a Web strategy and measurement consultancy, as well as the lead analyst and author of The CMS Watch Web Analytics Report.In presentations at conferences, I always ask how many people use Web analytics tools. A vast majority of attendees raise their hands. But in follow up with individuals, conversations often go like this: Me: Are you getting real business value from your analytics solution? Frustrated Web manager: No, the tool doesn't work. We're thinking of getting something else…