This workshop focused on the four principles of building a successful web analytics foundation: accessibility, accountability, participation and standards. Church and the attendees discussed the importance of getting executive participation in web analytics, providing metrics that generate business value and increasing adoption of web analytics across an organization.

Church stressed the importance of interviewing key stakeholders. It is imperative, he said, that your web analytics team interview executives and others to determine the information they need and the format in which they prefer to review information.

The discussion also touched on why different parts of your organization shouldn’t be treated the same when it comes to analytics. Each group within an organization needs to receive reports specific to their individual site goals. Reporting should also be tied to business goals and site objectives. Without this connection, your analytics team is simply providing data to your organization. By tying that data back to goals/objectives, the data becomes actionable.

To leave comments, please login or sign up to the Engage Network at the top of this page.