Web analytics strategy

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Often, the power web analytics is under-used. Web analytics strategy requires selecting the right people, process, metrics and tools to get the most from it.

Web analytics strategy quick guide

Web analytics strategy success factors

Installing the tags on a site is only the start for using analytics to make a difference. We believe you need to create a performance management system in the organisation which will help drive results by defining the right:

  • People – to manage, interpret and most importantly take actions
  • Process  - the process of report and alert distribution is key
  • Tools – choosing the right analytics tools and integrating the data
  • Measures – information overload is the challenge – finding the right measures to use in dashboards, alerts and for optimization is needed to get the most from analytics

Web analytics strategy definition

The Web Analytics Assocation defines web analytics as:

Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.

You can see this does the job as a “catch-all” definition. We think it could be improved to reference the commercial aims of optimization and reference the measurement of multichannel usage including offline, mobile and social channels – the emphasis still seems on the traditional website.

Tools & Software

Best websites on Web analytics strategy

  • Web Analytics Demystified (www.webanalyticsdemystified.com). A site to support Eric Petersen’s books with a range of research and whitepapers on web analytics adoption.

Goal setting and evaluation answers

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