Forrester Web Analytics Report Provides Insight Into Analytics Key Trends
Yesterday’s Google Analytics blog featured an important web analytics study from Forrester Consulting. One of the studies findings is around the role of people and web analytics technology.
As companies re-evaluate their investments in web analytics, the study poses a key question worth considering. The study states that “Enterprise companies must ask themselves if they are paying too much for capabilities that they simply do not need.
In some cases, gaining fewer seldom-used capabilities is a worthwhile trade off if funds can be reallocated to hire more resources necessary for analysis.” Companies are recognizing that analysts drive insights, not the analytics tool itself.
According to the study, “sixty percent of decision-makers agree that investments in web analytics people are more valuable than investments in web analytics technology.” This is in-line with Avinash Kaushik’s 10/90 rule for web analytics success: invest 10% of your analytics budget on the actual technology and 90% of your budget in the people who deliver actionable insight, whether in-house analysts, agencies, or vendor partners. It’s the people that matter.
http://analytics.blogspot.com/2009/10/appraising-your-investment-in.html
It’s important to note that when looking at Google Analytics reporting, we always try to help clients understand that we are analyzing customer behaviors and preferences and that looking at a Google Analytics report is really the opportunity to listen to what website visitors are telling us about what they like and don’t like. It really is about the insight that the analysts bring to the table.
DLC&A Internet Marketing thanks Friedrich Software Resources, A Google Analytics Authorized Consultant, for the content of this guest blog post. We have great respect for their expertise and enjoy partnering with them on behalf of our mutual clients.
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