In the 8 years since I started working with Omniture, I’ve built data collection on 39 web and mobile products, and completed 15 soup to nuts implementations at 6 organizations. However the value I deliver lies in changing the people and companies I work with.
Web Analytics data is only as effective as the organization’s ability to consume it. My approach is to develop mature processes, people, and infrastructure. All three pillars must advance in lockstep: a maturity gap results in waste, product decay, and missed opportunities.
Web Analytics is no more about Omniture than astronomy is about telescopes.
Web Analytics resources are constantly stretched. I don’t advocate for a “tag everything” mentality because it can distract from other things that are important. Self-service is critical..Stakeholders should have direct access to Discover/Ad Hoc. Documentation and training can help facilitate this, as well as Report Builder and the Excel client.
Good data collection design is cheap and valuable. It’s really important to build solid fundamental infrastructure before more mature tracking. I like to weave variables together to provide more value.
Over the years I have developed a custom QA approach that produces higher product quality with less effort than the alternative. Successful Web Analytics programs will prioritize features as well as infrastructure.
AB testing is a core element of a web analytics program. Some opportunities can’t be realized with a simple significance test. In depth analyses and survey intercept tools such as Qualtrics collection can supplement traditional testing methods.
The Web Analytics Stack of my Dreams
- Web Analytics: SiteCatalyst
- Survey Intercept: Qualtrics
- Testing and Optimization: MaxyMiser