Thursday, January 29, 2009

The Challenges with Web Analytics

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Web analytics is a process that is part of Internet marketing. Simply put, it is just the process of gathering data about the user activity on the Internet. It is used to find out to some degree what the “buzz” is all about. It addresses questions such as “What are the people interested into today?” “What are the things that can help us make good money from the Internet?”

Web analytics is simply finding out how lucrative a business idea can be. Through web analytics, you can find out if, for example, selling jewelries through the Internet can be a good idea or, if not, how we can build up hype for such a project. It is also useful for developing content for search engine optimization; these web analytic or SEO tools make it possible to research what keywords in a particular niche market is currently popular in search engines.

Based on this definition, you can see how useful web analytics is. However, web analytics is simply not for everyone. This is because of the fact that web analytics can be understood by people who are professionals in the IT field. Since every web analytic solution that there is today is biased toward people who are well-versed in IT, there are some difficulties that people who don’t belong in that category can run across when trying to perform web analytic process on their own.

For example, web analytics involve a large volume of raw data. These are raw, unprocessed data that most of the times do not give a lot of significant information. It requires a good amount of time to sift through them and weed out the important information from the “noise”--or data that are otherwise unable and unqualified. This can be frustrating to most marketers, who would tend to view web analytics as simply a waste of time and effort.

A good example of this is encountered by marketers who purchase and invest on leads from third parties. Using web analytic tools, these marketers find out that a certain number of their purchased leads are unqualified and ineligible for the product offering. They do so by looking into each every lead through a variety of marketing methods and measuring their response to determine the leads’ eligibility to the product.

For these reasons, most marketers are afraid to use web analytics and decide to just go on with their marketing campaign without making use of the tool. This is because they view web analytics as not just a measure of success, but they also view it as a measure of their failure. Other marketers also balk at web analytics because it takes up most of their time instead of getting on with their business. Whatever the reasons are, web analytics is getting more and more neglected by the marketing community especially by the non-technical people.

However, web analytics is still an important part of business. What these marketers do not understand is that web analytics is a tool that can be advantageous when used wisely. It is also a tool that can mean loss or revenue for the company.

Web analytics is not just a measure of failure; it is a gauge that you can use to find out why you are failing and which parts in your campaign would need to be improved. It also helps you to find out which parts of your campaign are successful and which ones you should leverage on to further their success. It is mainly something you use to find out how good your campaign is doing so you can decide what actions you must do about it.

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