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97. Web Analytics - Pg. 200

synthesis / analysis techniqUe · ReseaRch DeliveRable 97WebAnalytics Web analytics are a gateway for your organization to become deeply invested in what your customers are doing online, and why. TheWebAnalyticsAssociationdefineswebanalyticsasthe"measurement,collection,analysis,and reportingofInternetdataforthepurposesofunderstandingandoptimizingwebusage." 1 Intheory,thisdefinitionringstrue,butinpractice,thetruthformanyorganizationsisthatit'svery difficulttogathertherightanalyticsdataandknowwhattodowithallofit.Thefirststepstoa successfulwebanalyticsdisciplineinyourcompanyaredescribedasfollows: 2 First,youhavetoarticulatewhatyouwantoutofthedata.Clearly,thisiseasiersaidthandone,but expressingyourgoalsandyourclarityofintentforwhatyouwanttomeasure(andgainingconsen- susonthem)shouldbedoneearlyintheprocess.Knowingwhereyouwanttogocanhelpyouto betterstructureyourcontent,analyzeyourcampaigns,segmentyourvisitors,andmeasureyour commerceandprocesstools. Onceyou'vedeterminedtheinformationyouwanttocollectandoptimizedthewayitiscollected, it'stimetotranslateallofthedataintoareportpeoplewillwanttoread.Keepreportsshort,avoid analyticsjargon,andfocusonvisualizingasmuchdataasyoucan. 3 Onereasonwhyanalyticsprojectsfailwithinanorganizationisthatreportsaren'topenlyshared 1.WebAnalyticsAssociationWAA 2.Peterson,Eric.Web Analytics Demystified, 2004,http://www.webanalyticsdemystified .com 3.Burby,Jason.Three Reasons Analytics Fail Companies,2004,http://www.clickz.com Further Reading Kaushik,Avinash.Web Analytics: An Hour a Day.Indianapolis,IN:Sybex,2007. Kaushik,Avinash.Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity.Indianapolis,IN:Sybex, 2009. Peterson,Eric.Web Site Measurement Hacks: Tips & Tools to Help Optimize Your Online