Socialmediatoday (Rich’s Blog): Website analytics: most marketers still clueless?
“To most marketers website analytics are the abyss and who can blame them. Too often website metric reports are a jumble of data that could mean most anything. In order to truly leverage website metrics the website dashboard should tell a story and clearly identify areas of opportunity.
A lot of companies have invested a lot of money in web analytic software yet few companies have people who can interrupt the reports and provide recommendations. If IT is reading the report it’s hard to make recommendation without having a marketing person analyze the data and compare it to brand/business objectives. A marketing person needs to understand the data and then apply the data against quantitative marketing objectives to determine if your online strategy is working.”