Web Analytics Management

Is your web analytics business case ready?

It's been awhile since my last post. Frankly, I've just been really swamped over the last month.

I've been spending a lot of the month of April talking...giving nearly a dozen presentations and interviews, teaching classes and moderating discussions about web analytics among web site managers, content managers and online marketers in a range of verticals...media, pharmaceutical, manufacturing, banking, non-profit, association and government...in both Denmark, and here in the Washington, DC area.

In all of these venues, interest in web analytics has been high. The high interest contrasts with the reality that many don't have the time to adequately use their web analytics tools.  In fact, many spend less than 4 hours a month on web analytics.

So, while there is an interest in analytics, work gets in the way; if it comes down to a choice of making sure content is updated and marketing campaigns get launched versus doing analysis...well, site analysis takes a back seat. This is a tough cycle to break out of, if you're a web site manager, and if your organization is used to doing business without real guidance from analytics.

There is a way to help yourself out of this situation...and that is to try an get assistance in the form of hiring an analyst.

To do this, I suggest you develop a business case for analytics.

Few people I speak to have a business case for analytics. Budget is just "there."

I recommend that you develop a business case for analytics, even if money is allocated for your program. If you don't have a business case, there is no organizational business rationale for analytics to exist, and fuels the reason why analytics is not taken seriously enough to dedicate sufficient resources. Having Google Analytics and one resource to crank reports out once a month does not make an analytics program.

We are starting to enter the budget season for organizations on a October 1 to September 30 fiscal year, such as government agencies.  This is the time to develop your business case and start making your pitch for scarce budget dollars for the next year.

If you don't know when budget planning takes place in your organization, find out. If you need to get the resources to help your analytics program, you'll need to take the initiative and get your managers buy in to make the case.

What goes in to a business case?

A good place to start would be a summary of how web analytics is currently showing a return on investment that is in line with the organization's business objectives. Once this is established, provide a projection for how additional resources will enable the organization increase its return on investment.

Here are some high level metrics for how web analytics should be providing a return on investment for the web site and in turn to the organization in general:

• Increase revenue
• Reduce costs
• Increase resource productivity
• Fulfill organizational mission
• Fulfill legal/regulatory obligations
• Strengthen visitor loyalty

While web analytics is an easier "sell" in eCommerce driven organizations, high level metrics that would drive the analytics business case for non-commerce sites could look like this:

• Costs saved = lower operating expenses = more productivity
• Visitors served = repeat visitors = mission success
• New constituency exposure = new visitors = mission success
• Effective content = greater outreach = higher budget
• Better navigation = easy to find content = more readership = meeting mission= higher budget

After you've made the case, project the required types of resources and estimated cost...whether it be for staff, consultants, additional software and so forth.

Even if your organization doesn't have a formal business case and budgeting process, preparing a sound business rationale can only help your efforts in validating the need for resources and reasons why analytics needs to become part of the mainstream web operations and strategy process.

To find out more about preparing a web analytics business case, refer to your copy of the Web Analytics Report or The Executive's Guide to Web Site Measurement and Testing.

If you want to talk about how your analytics business case is shaping up, shoot me an email at: pkemelor@semphonic.com

Web Analytics Class in Copenhagen

I'll be conducting an intensive full day web analytics workshop in Copenhagen on April 16th that's targeted to the needs of web managers, content and marketing teams, and business managers directing web operations.

I understand from my friends at J. Boye, that there are still a few seats left, so now is the time to sign up.

To find out all the details and register, go to the class information page.

I'll be sharing best practices, and tips and techniques that you'll be able to use as soon as you get back to your office...and of course, I'll discuss the vendor marketplace as well.

April is a great time to be in Copenhagen. I'll look forward to seeing you there.

If you have any questions about what I'll be covering, just shoot me an email.

Planning a Successful Omniture Implementation

How do you approach a Site Catalyst implementation?

How do you decide what data collect?

How do you know what to do first

Gary and June have already written about Semphonic's recently released Omniture Implementation Toolkit and the value it can bring to understanding the complexity of SiteCatalyst tags.

I wanted to write a bit about the Project Management and Implementation Management documents included in the kit.

Project management is probably one of the least favorite activities among analysts. After all, you want to spend your time analyzing data and finding fascinating insights. So, in the Implementation Toolkit, we've made it easy. We've put all of the steps into an Excel spreadsheet project plan template that walks you through the page tag implementation process from start to finish, and notes task dependencies, resource requirements based on role, as well as call outs on where to find detailed information within the guide so you can fill in the dates you need to track. We think you'll find this to be a huge management help.

How do you develop a paper trail documenting what happens from report requirements to tag building to report creation? We've put together an Implementation Management worksheet that brings you through the entire process and gives you a convenient "all in one" repository for keeping track of this complex relationship. Especially important when maintaining and updating your SiteCatalyst implementation.

So, yes, knowing how to build the SiteCatalyst tags will optimize your return on investment in Omniture; understanding how to plan for a successful implementation will ensure that you complete the project on time and within budget.

To take a closer look at the Toolkit, go to: http://www.semphonic.com/analytics/impgutr.asp

Dangling Conversations in Web Analytics

I published my first book, The Executive's Guide to Web Site Measurement and Testing because after working as a web analytics practitioner and consultant to Fortune 500 companies, it seemed to me that web site analysis had to be holistic to be successful. You couldn't only talk about web analytics, surveys, usability and so forth separately. You had to coordinate the methodologies to get complete insight.  So, in my book, I talk about all of the methodologies and how to use them together. Seemed to make sense, I thought, that an executive would want to know all of this stuff to run a complete web site measurement and testing program.

Thing is though, there just aren't many executives who are doing this. Well, at least I haven't met many. Then again perhaps I don't get out enough.

I guess I was conceptualizing the idea of a Chief Web Site Metrics Officer, or something to that effect. Someone who'd be running analytics, usability testing, surveys, market research, competitive research, web site performance...the whole nine yards.

Now, I know what you're saying...that a CMO could do that, or a Market Research Director could do that...Well, maybe. But how many do you know?

Why bring this up now? Oh, just dangling conversations here and there...that I have with other analytics folks who remember the bad ol' days of the late '90s and how things really don't seem that much different now - same issues, same challenges, different software...or that I had with my colleague, June Dershewitz, about the career paths for experienced analysts - where do they go? what do they do? "they become consultants or join agencies everyone; When will they ever learn, When will they ever learn", or the recent post by Paul Legutko, another Semphonic colleague, on the future of web analytics consulting, and Judah Phillips' post on staffing and Stephane Hamel's post on the marketing-centricity of web analytics.

So, while I think the next logical next step in an organization's maturity is to develop a role like Czar of Web Site Measurement and Testing, I know that if this is to come about, it will take a good bit of business case development, strategic planning, and political will to make it happen.

Interested in this for your organization? I'd love to hear what you're thinking and how you're planning for this. Give me a shout and let's talk about it some time.

The Most Important Web Analytics Document You'll Ever Write

If you manage someone who conducts web analytics in your organization, or if you are both the manager and practitioner of web analytics, there is only one document that you absolutely, positively must develop.

It's called a Standard Operating Procedure (SOP).  Originally a military term and concept, they are  typicallyy used in IT organizations to ensure that processes are standardized around systems. I like to think of them as insurance policies that you'll need when the person doing web analytics for your organization ultimately finds another job.

A web analytics SOP should include step-by-step instructions for all processes, methods and practices required to manage web analytics; so that someone coming into the job knows specifically what to manage and maintain. For example:   

• Data collection, such as page tag variables, data filters, tagging specifications for articles, downloads, campaigns, audio and video.
• Administrative settings and permissions structure for user groups 
• Vendor contract details 
• Report set definitions 
• Metrics/KPI calculations
• Report distribution settings and schedule 
• Contact lists for all stakeholders, organizational, vendor and consultant support 
• Scheduled presentations to stakeholders and management with examples provided 
• Processes for developing new metrics and reports 
• Processes that stakeholders need to follow to request new data collection and reporting

The beautiful thing about an SOP is that it is  a document that it relies on input from anyone using and supporting web analytics in order to be comprehensive. Because of this, issues and challenges around web analytics need to be examined, sorted out and resolved...especially those issues regarding process and support.

Another great benefit of an SOP is that it's not a "one and done" effort. It should be reviewed and updated on an ongoing basis to stay current.

Done right, the SOP for web analytics will keep your initiative moving along, organized and planned even while you experience resource turnover.

So, do you have a web analytics SOP? Has it helped out your organization? How have you managed to maintain web analytics continuity in your programs? What would you include in yours?

Audit your agency with web analytics

We just completed a site optimization project based on the Functionalism methodology that Gary has developed and refined over the years.

It was an interesting engagement for me because it was the first time I'd seen Functionalism applied. It was also interesting because we worked closely with the client's interactive agency. Why was that so interesting?  Primarily because they were most eager to see if there were any big holes in the site that they had designed and built.  We didn't find any...mostly navigational tweaks here and there, but nothing major.

If you're a web site manager or product manager that uses the web as a major marketing and education channel, do you use analytics to audit your interactive or web design agencies?

I've spoken to some web site managers whose agencies don't want to do web analytics.  They're concerned that it will show that the site really isn't "working."

If you'd like to measure agency performance quantitatively, consider building metrics into your contracts as a way to measure performance. For example, you could base this on the number of or percentage increase in conversion events, such as purchases, dollar volume, registrations, or downloads. If you want to use qualitative analysis, you could use online surveys from a company like ForeSee, and base your metrics on the American Consumer Satisfaction Index (ACSI).

In any event, remember that you can use your metrics not only to gauge the health of your web channel, but the effectiveness of those you've hired to build it.

Top 5 Reasons Web Analytics Managers Like Their Vendor

I've just finished writing the latest version of the Web Analytics Report for CMS Watch.

While it's cool to see what the vendors are doing, I enjoy the research because I speak to lots of web analytics managers who are using the solutions in many different scenarios...for e-commerce and marketing, for distributed reporting and for extranets, and so forth.

I thought I'd share with you the top 5 common themes web analytics managers expressed when talking positively about their vendor:   

1. The most satisfied customers are those who believe their vendor has listened to them, and delivered on requirements that are quite customized. "Even though the tool doesn't do "so and so" out of the box, the vendor worked with us to customize a solution that no one else could." 
2. Managers like a solution that is really easy for their stakeholders to use. This seems obvious, but if it was the "status quo" people wouldn't keep making the point. As one manager said about the solution his company uses, "We like it because report creation is very simple for simple reports," or "It has a very user friendly UI…trainees often figure it out themselves." 
3. Managers believe they're getting a good value for the money they are spending. "The vendor was able to do the customization at a reasonable price." 
4. Managers have a clear idea of why they're using the solution. They've carefully determined organizational and metrics requirements prior to purchase. They've focused on the type of business partnership they can have with the vendor on a long term basis. As Bob the Builder says, they're using "the right tool for the job."
5. Managers are happy with technical support.  Yes, it can happen. The point is, responsiveness counts. "Support is wonderful; very prompt; we have a good account manager."

Notice that technological superiority or features didn't make it into the top 5. From the vendor it's about service, value, and relationships. From the customers, it's about planning, and having a firm notion of requirements. Food for thought as you come up for contract renewal, and for planning analytics projects for the coming year.

How do you pick a web analytics consultant?

How do you pick a web analytics consultant?

It's a question you'll likely need to answer if you manage web analytics, marketing, e-commerce, or web content.

In Forrester's recent Where to Get Help With Web Analytics,there are 91 firms claiming to have expertise in web analytics consulting; 51 in North America alone.

I was surprised to see so many; then again web analytics is hot right now, so lots of folks are eager to hang a shingle. In addition, Omniture's move to add certified consultants is also contributing to the growth in the ranks.

Maybe it's a good news/bad news scenario...a few years ago it was easier to choose because there weren't as many consultants, but you couldn't be assured there was an organization that met your requirements. Now there's more to choose from, but how do you select between the top 2 or 3 that meet your requirements.

While price still matters a great deal, I've always found that intangibles count for a lot...to be able to communicate in plain language, to understand your business, to recognize and appreciate the relationship between technology and business,and to have the ability to bridge gaps between stakeholders with varied agendas.

I've hired and worked with a diverse set of consultants over the years...and I've been a consultant as well. Whether its web analytics, or mortgages, successful engagements are built on communication and relationships.

Industry thought leadership, and a long list of speaking engagements are simply pre-requisites for consideration. Get to know your potential consultants a bit more than what is reflected in the proposal and meeting. Figure out how they'll work with you and your stakeholders. When you talk to references, find out how consultants worked with their client teams, not just whether they were proficient in building page tags. Get a sense for how they handle mistakes, or surprises.

If you take these extra steps, you'll find that you'll be selecting a business partner who you'll be able to depend on and grow with for a very long time.

“Car Talk” for Web Analytics

Tom and Ray Magliozzi won’t be there...sure, we tried to convince them, but they wouldn't leave the garage and join us at Semphonic Central...

Nevertheless, Ask Semphonic is going to be even more informative and more entertaining...about web analytics.

If you haven't already signed up, read Gary and Joel's posts, and know why you can't miss this.

If you've been procrastinating and waiting to the last minute to sign up...well, we're approaching the last minute...

Ask Semphonic is on Tuesday, December 11, 2007 at 11:00AM Pacific / 2:00PM Eastern.

The time to register is now...just go to: https://www.gotomeeting.com/register/320201650

If you don't know about Ask Semphonic, the 25 word or less summary is that it is a free, online, interactive webinar series with the Semphonic team... where you get to ask your questions and get no-nonsense, no-sales answers.

The theme of the first webinar will be the Omniture acquisition of Visual Sciences and what it means to customers and the vendor landscape.

Looking forward to having you join us!

WHEN: Tuesday, December 11, 2007 at 11:00AM Pacific / 2:00PM Eastern

To Register: Please visit https://www.gotomeeting.com/register/320201650

For more info: http://www.semphonic.com/analytics/asksem.asp

Google Analytics Effect Revisited

When I've asked folks who work at Web analytics vendors if Google Analytics threatens their business, they generally say that Google has actually driven them business because companies start with Google, then need to "graduate" to a more robust product.

However, I also hear from people who have dropped their web analytics solution and moved to Google Analytics because they realize they aren't getting the return on investment from their analytics vendors.

So I'm curious...

Have you dropped your web analytics vendor for Google Analytics?

Have you "graduated" from Google Analytics to another web analytics vendor?

In light of the last month's events, does Google Analytics seem like a better choice, simply due to the stability of the company?

I'm interested in hearing your thoughts...