I felt the need to bring this up again as organizations are pushing for better returns from their online strategies and web analytics.
Understanding business imperatives, setting clear goals, defining success metrics, continuous testing and robust/agile implementation is what it all boils down to ... when it comes to effective utilization of web analytics for business improvement.
Below is an excerpt:
A recent eMarketer study identified top issues with the accuracy of analytics. Most prominently, users said they can't drill into the data (42%), and called out the issues with marketing attribution (32%), campaign tracking code (25%) and cross site analysis (20%). These factors become prominent as the business evolves over time and market driven changes are incorporated across the site. However, with some planning and framework, we can define and implement a robust analytics strategy that is flexible and adapts to the evolving business needs and site-wide changes.
Here's the link to the original post: http://www.analyticsheaven.com/2009/11/guide-to-making-web-analytics-more.html
The data is in abundance - looking at what matters and applying for business success is what matters ... happy hunting!
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