Web Analytics Management

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?