Bringing the Human Touch to Web Analytics

05/16/2008

As people are the ones to make the decisions from the mined data of web analytics, its people who should decide who should manufacture the solution to begin with.

Web analytics allow companies to dispense data to various persons throughout an organization. Most of it is automated, which is what it is designed to be. But, its people who determine how the data is used once it’s spit out. Hence, the human touch needs to be carefully crafted into web analytics programs.

The Initial Stages of Web Analytics
Initially, a large amount of human interaction takes place to get a program up and running. It’s at this point that a point-person needs to be assigned to the project. This person will be critical in that they set the foundational business objectives to be achieved by the web analytic program. The point person must have an in-depth understanding of the business, its objectives and its goals moving forward.

Executing
Once the device has been decided upon, the technical department (person(s)) must be brought in. This person is responsible for figuring out the KPI’s handed down from the top, ensuring that those match the tool selected. In addition to an intimate understanding of technology the device requires, the technology expert must also possess knowledge of the infrastructure it will run on, and how it will be deployed.

Additional duties that may be required of the technology professional is strategic planning, tracking and integration with external data resources.

Analysis and Optimization
After a cache of data has been collected, an analyst is then needed. The analyst should be the point person that seeks out data trends and patterns like click fraud, conversion and site engagement by users.
This person would then be able to determine the factors that are likely to affect, negatively or positively, a business’ objectives. They would then report this to decision makers. Based on the decision made by this person/group, the analyst would then proceed with testing and optimization strategies that capture the end user’s experience. This is an ongoing process, as strategies are tweaked, changed or eliminated based on their effectiveness.

Training Users
This is one of the largest undertakings of a web analytic tool. While simulated training is available, hands-on interactive training is highly recommended as it engages the user more. Hence, is more effective.
Training should be undertaken by someone who is able to project and elicit excitement during the process. The training should be related to the tools, concepts and terminology of the web analytic being implemented.

Adopting the Technology
Adopting the applied web analytic tool is the final stage of the human interaction process. It is critical to the acceptance and effectiveness of any device.

This process should be overseen by a person who essentially is the champion of the new technology and its effectiveness. This person will also undertake assembling a web analytics team, mandating executive initiatives and overseeing integration, among other duties.

These are just a few examples of why and how web analytics needs a human touch.

For more insight visit Web Analytics services